ICC is going to promote AIDS campaign in World Cup Cricket 2007. Here is a press release about it:
The International Cricket Council (ICC) will team up with UNAIDS, UNICEF and the Caribbean Broadcast Media Partnership on HIV/AIDS at the ICC Cricket World Cup 2007 to highlight the situation of children and young people living with and affected by HIV.
More than two billion television viewers are expected to tune in to the seven week long ICC Cricket World Cup 2007, which begins with an Opening Ceremony on 11 March in Jamaica. Activities at the event will draw attention to the issues facing children and young people affected by HIV and highlight the resources and actions required to address them. The public, especially young people aged 15-24, will get information on the stigma and discrimination around HIV and on how to protect themselves against the virus. The partnership is part of the ICC’s commitment to promoting the Spirit of Cricket and its positive impact on society.
“The Spirit of Cricket is a special part of our game and is a concept that stretches beyond the boundaries of the outfield,” said ICC President Percy Sonn. “We hope the range of activities delivered at the ICC Cricket World Cup 2007 will make a difference to raising awareness and reducing stigma around HIV in the
Through high profile activities around cricket’s biggest event, the ICC will support the Unite for Children, Unite against AIDS campaign launched in 2005 by UNICEF, UNAIDS and other partners.
A series of PSAs have been produced, each lasting 30 seconds, which will be available to broadcasters free of charge. The PSAs feature leading players, including Ricky Ponting from
Players and officials from each team will wear the red and blue ribbon of the Unite for Children, Unite against AIDS campaign during their first games and during the final. Players will also visit programmes supporting children and young people affected by HIV.
“Young people today have never known a world without AIDS. Sports stars – such as top cricket players – can act as role models for today’s young generation and reach out to them on AIDS issues,” said UNAIDS Executive Director Dr. Peter Piot. “Sport is a force for change that can break down barriers, build self-esteem and teach life skills and social behaviour. By highlighting AIDS issues, the ICC Cricket World Cup and its cricketing stars are showing exactly the kind of exceptional response needed for the exceptional challenge of AIDS.”
The Unite for Children, Unite Against Aids campaign promotes four key areas: prevention of mother to child transmission of HIV, the virus that causes AIDS; increased access to antiretroviral therapy for children and young people who need treatment; education programmes to help prevent HIV transmission; and increased support for children who are orphaned and left vulnerable by AIDS.
"Children have been the missing face of the AIDS pandemic," said UNICEF Executive Director Ann M. Veneman. "The International Cricket Council will be a powerful ally in ensuring that children are at the heart of the global response to the epidemic."
The ICC is also being supported in this effort by the Caribbean Broadcast Media Partnership on HIV/AIDS (CBMP), a coalition of over 50 broadcasters in 23
"The exceptional reach of broadcast media in the
The CBMP is producing a series of televised public services announcements (PSAs), as part of an ongoing media campaign, targeted to young people. This will be debuted by
Cricket is popular in many of the countries that are most impacted by AIDS, including