'Unite for Children, Unite for Peace', a joint UNICEF and FIFA campaign uses soccer to foster peace and tolerance among teens

7 June 2006 – As the World Cup kicks off in Germany on May 9th, the United Nations Children’s Fund (UNICEF) and the Fédération Internationale de Football Association (FIFA ) are kick starting a joint month-long campaign that uses the world wide love of soccer to promote peace and tolerance among children, with a special emphasis on breaking down prejudices of gender.

Sports has always been important in generating self-esteem, self-confidence and trust among children.  Soccer is unique because it is present across the spectrum from very small communities and to the international scene.  The campaign bets on its capillarity, its outreach, to empower kids through play. For kids growing up in hostile environments, it is a tool for creating order and developing social skills.

“Whether they are playing on busy streets, in crowded refugee camps or amidst the chaos of conflict, children find joy through sport,” said UNICEF Executive Director Ann M. Veneman.

12 to 16 year olds learning about peace

A team of star players will spearhead the campaign in the media, led by UNICEF goodwill ambassador David Beckam. It also has an interactive website, and video profiles of children around the world the campaign wants to reach. Children who have relied on soccer as a way to overcome violence, and prejudice.

The children profiled in the campaign are 12 to 16 years old, caught at a vulnerable age for the replication of violence. They are from Nigeria, Kenya, Colombia, Haiti, the Ivory Coast, Chad, Iran, Thailand, and China. They are youths from areas of known gang violence, with a homeless population, or gender discrimination.

UNICEF will have booths outside of 2006 FIFA World Cup stadiums in three German cities: Berlin, Cologne and Munich. The booths will promote the campaign with banners, televisions showing the MTV spots and webcams encouraging fans to come visit the booths.

Teachable moments

The “Unite for Children, Unite for Peace” campaign has produced a soccer manual, in English, French, Spanish and German, designed to help coaches find “teachable moments” as privileged settings for discussing tolerance, the difference between strength and violence, and overcoming discrimination.

The star “team UNICEF” making the public service announcements to be aired prior to every World Cup match bring together: 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).

Sources: www.unicef.org/football

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