UNICEF: Increasing credibility in sport

UNICEF: Increasing credibility in sport

UNICEF, the world's leading children and child's rights organisation, has a rich history of transforming children's lives through sport. This started in 2000 at the UN Millennium Summit, where world leaders recognised the power of sport and it’s values. In 2004, UNICEF outlined its intentions to ensure every child had access to play sport; this was published in 'Sport, Recreation and Play'.
 
Sport is seen by UNICEF as a key way to enhance self-confidence, teach team work and get children into education. It is also used as a tool to highlight the issues of children's rights. It promotes inclusion for marginalised children, encourages sexual health education and is a safe environment for children to discuss their problems. For developing communities, this security, level of education and participation is vital.
 
In December 2012, UNICEF appointed Momentum to develop its commercial sports partnership strategy. The aim of the project was to create a strategy that merged power and commercial impact of sport to improve children's lives. Commercial opportunities between sports partners and sponsors were created to enhance UNICEF's fundraising and brand awareness. It also entailed securing corporate partnerships to give longevity to UNICEF programmes around the world. To date, UNICEF are working with ambassadors such as Ryan Giggs, David Beckham and Lewis Hamilton.
 
Until activation in 1-2 months time, other sports stars cannot be named. That said; do watch out for a growing profile of UNICEF's use of sport and sports’ personalities, driving fundraising forward and making a significant difference to projects around the world

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