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 Caribbean and across the ever-growing cricket world. By encouraging high profile players to support this campaign, we hope to be able to engage those who may otherwise be difficult to reach.?
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 Australia and Rahul Dravid from India, speaking about how HIV affects children.
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.