The world’s top soccer stars will not only score for their home countries at next month’s World Cup but also play for UNICEF, the world’s largest children’s fund, to show how team sports can create self-esteem, confidence and trust among kids and nationalities.
15 World Cup players — icons from around the world — were filmed by MTV for a series of video spots to promote a new campaign called Unite for Children, Unite for Peace. Launched by the United Nations Children’s Fund and the world’s governing soccer body, FIFA, to spotlight the power of soccer in promoting values of peace and tolerance within communities and at the international level, the campaign will score its goals using more than just music videos. . .
A talking interactive website profiles children who have overcome situations of violence. A coach’s handbook (downloadable, in multiple languages) instructs coaches how to break the barriers of discrimination and violence by finding ‘teachable moments’ to talk to young athletes about tolerance and teach them that violence is not the same as strength.
The videos shot in time for the world’s biggest sporting event will be shown before each of the Cup’s 64 matches. David Beckham stars as a member of “Team UNICEFâ€, and kicks alongside kids in the video. See them on VH1, MTV-International and Nickelodeon. Broadcast or webcast them by downloading or ordering beta tapes of the PSAs in Arabic, Chinese, English, French, German, Russian or Spanish.
“Whether they are playing on busy streets, in crowded refugee camps or amidst the chaos of conflict, children find joy through sport,†UNICEF Executive Director Ann M. Veneman said of the campaign built around the month-long World Cup being held in Germany from 9 June. “They also learn team work and tolerance.”
“UNICEF and FIFA share a common commitment to transforming young athletes into upstanding citizens. Sport – and particularly football – is a peace-building exercise and one that can contribute to making the world a better place.”
The UNICEF Team roster includes: David Beckham (England), captain; Emmanuel Abedayor (Togo); Christoph Metzelder (Germany); Didier Drogba (Côte d’Ivoire); Thierry Henry (France); Tim Howard (United States); Rafael Marquez (Mexico); Lionel Messi (Argentina); Hidetoshi Nakata (Japan); Ji-Sung Park (Korea); Eduardo Tenorio (Ecuador); Francesco Totti (Italy); Edwin van der Sar (Netherlands); Paolo Wanchope (Costa Rica); Dwight Yorke (Trinidad).