UNICEF and partners help make World Cup a win

UNICEF and partners help make World Cup a win for children

UNICEF has cheered the kick off of the 2010 FIFA World Cup with a series of partnerships and programmes to provide children with the opportunity to learn about their world, and help harness the power of sport to promote children’s rights.

“UNICEF is very excited to be able to give more children the chance to safely experience the thrill of the World Cup, whether they’re sitting in the stadium or watching from their own villages,” says Anthony Lake, UNICEF’s New York-based Executive Director.

A programme called World Cup in My Village piloted in two African countries by UNICEF, the Children’s Radio Foundation and other community partners. It will give young people who would otherwise not have the opportunity the chance to see World Cup football matches on large open-air screens and projectors.

The special screens have been set-up in the Rubavu District in Rwanda, and in the town of Mongu and the UNHCR Refugee Camp of Mayukwayukwa in Zambia; places where there is no electricity or broadcast connection. In addition to the football, the screens will broadcast important information about children’s health and their rights.

In the host country, a special partnership between UNICEF and the South African government will address potential problems that may arise due to the massive influx of people. In a country where 12 million children live in poverty, special attention is being given to unaccompanied minors, some of whom may be induced to travel to the cities where games are played in search of employment opportunities and adventure.

With hundreds of millions of people tuned into the competition and the celebrations, the World Cup is a venue for many important messages about child rights for children and adults.

A massive Red Card communication campaign has been launched that sends out a message that child abuse and exploitation have no place in South Africa. Targeted at children, parents and tourists, the campaign uses digital, print and electronic outreach to warn about child abuse, exploitation, child sex tourism and trafficking.

Thirty tourism industry companies are signed up to the International Code against Commercial Sexual Exploitation of Children. These partners, including hotels, car rental companies and tour operators will also disseminate messages about child rights and safety throughout their networks. The Red Card campaign is expected to reach millions of people in South Africa and neighbouring countries.

ends

© Scoop Media