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Meet the consumer today's business needs to targe

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Parliamentary BriefLearning <strong>to</strong> live againIn its campaign<strong>to</strong> eradicatechild labourTelefónica O2has taken58,000 youngchildrenout of forcedwork andsent <strong>the</strong>m back<strong>to</strong> school.Vikki Leachreports...According <strong>to</strong> <strong>the</strong> Organisation for InternationalLaw and Child Labour, <strong>the</strong>re are morethan 5 million 5 <strong>to</strong> 14 year olds, workingacross Latin America. In many of <strong>the</strong>se countries, achild is more likely <strong>to</strong> be forced in<strong>to</strong> work in order<strong>to</strong> contribute <strong>to</strong> <strong>the</strong>ir family income than completea basic education.At Telefónica O2, we believe that <strong>business</strong> has aresponsibility <strong>to</strong> make a positive difference. We areconvinced that our activities benefit <strong>the</strong> countriesin which we operate and result in greater economic,technological and social development. Never<strong>the</strong>less,we believe that our activity should be combinedwith o<strong>the</strong>r social and cultural projects wherever weoperate.We embrace this role through our commitment<strong>to</strong> <strong>the</strong> United Nations Millennium DevelopmentGoals aiming <strong>to</strong> improve <strong>the</strong> quality of life foryoung people, across <strong>the</strong> globe, by 2015.Through Telefónica’s Proniño scholarshipprogramme, Telefónica are taking action in 13countries <strong>to</strong> help eradicate child labour, and getchildren reintegrated in<strong>to</strong> schools. This not onlygives <strong>the</strong>m a chance <strong>to</strong> get a basic education but <strong>to</strong>enjoy <strong>the</strong>ir childhood and learn through play. Todate, over 58,000 children have benefited fromProniño — giving <strong>the</strong>m a chance for a good educationand a hope for a better future.Proniño works with nearly 20,000 volunteersacross South America supporting <strong>the</strong> work withchildren and <strong>the</strong>ir surrounding communities. Thevolunteers come from many different countries and<strong>the</strong> diversity <strong>the</strong>y bring gives <strong>the</strong> children an insightin<strong>to</strong> <strong>the</strong> wider world.Heidi Danaher was one volunteer working inEcuador. She was shocked by what she saw at onerefuse tip. ‘It was a horrible place <strong>to</strong> work and dangerous<strong>to</strong>o — even hospital waste such as syringesis dumped along with all <strong>the</strong> o<strong>the</strong>r rubbish. Peoplewere scavenging amid rotting waste for items <strong>to</strong> sellor sometimes even <strong>to</strong> eat. This is daily life for <strong>the</strong>sepeople.‘The aim is <strong>to</strong> get children in<strong>to</strong> school instead ofworking in dreadful conditions for a pittance. Asan incentive <strong>to</strong> go <strong>to</strong> school, children are given arucksack, boots, pens and pencils, a pair of shoesand some pumps <strong>to</strong> wear. Many children were inbare feet so <strong>the</strong>y would certainly need <strong>the</strong> shoes <strong>to</strong>go <strong>to</strong> school.‘We went <strong>to</strong> one farming and fishing villagewhere all <strong>the</strong> families helped with <strong>the</strong> work. Onefa<strong>the</strong>r had five children, his wife had left and heOCTOBER 2008 21

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