ICC Annual Report 2010-11 - Amazon Web Services

234During the past 12 MONTHS, theicc programmes have expanded toreach an unprecedented numberof people.5THINK WISEThe ICC’s partnership with UNAIDSand UNICEF, which dates back to 2003,continued to play a role in raisingawareness of HIV and attempting toeliminate discrimination against peopleliving with HIV.Much of the awareness activity focusedaround the ICC Cricket World Cup 2011,with a schools programme deliveringeducation sessions to young people acrossthe three host countries taking placeahead of the start of the tournament.Kumar Sangakkara and Virender Sehwagstarred in a new global Public ServiceAnnouncement, as part of a campaignaimed at engaging young people to ‘Getthe facts, protect yourself’, which wasdistributed to broadcasters across theglobe and shown at the opening ceremony.A number of player visits were heldthroughout the tournament, withplayers meeting community groupsaffected by HIV, as well as encouragingyoung people to take steps to protectthemselves against developing HIV.In the knock-out matches at thetournament, players wore red ribbonson their shirts as a show of support forpeople living with HIV, umpires worethe Think Wise logos on their shirts andan HIV message was on a Think Wiseflag at the national anthems.ROOM TO READThe ICC began a four-year partnershipwith Room to Read at the ICC CricketWorld Cup 2011 aimed at promotingliteracy and global access to books.Room to Read is seeking to transformthe lives of millions of children acrossAsia and Africa by focusing on literacyand gender equality in education.A number of high profile playerssupported the programme, includingnew Room to Read Ambassadors ShaneWatson and Angelo Mathews, whileother players including Virat Kohli, TimBresnan and Ryan ten Doeschate metparticipants from Room to Read as partof an awareness campaign.Through a partnership with RelianceLife Insurance, who donated US$300,000 through an innovativefundraising promotion, donating INR25,000 for every six in the tournament,and other fundraising initiatives, thepartnership ensured around 22,000children will have been given access toeducation and the opportunity to read.GREAT SPIRITAs a legacy of the ICC centenary year,a number of ‘Great Spirit’ projectshave been created and delivered thisyear aimed at using the popularity ofcricket to engage young people andcontribute to an improvement in theirsocial development.By working with Cricket for Change,a UK-based charity that specialisesin community engagement throughStreet20 cricket, a simple, fast andinexpensive form of the game,and UNICEF, a range of innovativeprogrammes have been set upthroughout Asia.The partnership has deliveredprogrammes aimed at reaching streetchildren in Delhi, community leadersin Mumbai, child soldiers in Sri Lanka,marginalised girls in Bangladesh anddisadvantaged boys and girlsin Afghanistan.As part of week-long courses, youngleaders have had the opportunityto develop their cricket mentoringskills and also learn how to addressissues related to education, health,inclusion, protection and safety. Theseinteractions are then followed upby future visits which monitor theprogress made by participants.ICC Annual Report 2010-2011 19