A new Perspective for the Global Game
The launch of the Official 2010 FIFA World Cup™ Campaign on 25 November 2007 in Durban, South Africa, reflects a clear shift in the way FIFA helps build a better future. World football's governing body is consciously moving away from a previous "charity-driven" approach to a proactive and committed socially responsible attitude.
With the world's focus on Africa, the broad consensus on the need for action towards social change and the acknowledgement that football itself is a powerful tool for development, the 2010 FIFA World Cup™ represents a unique opportunity to use football at a catalyst for social development. The 2010 FIFA World Cup Official Campaign (link to introductory text) is designed to harness the power the beautiful game for positive social change across Africa.
FIFA World Cup: a history of commitment to social causes
As the world's most popular sporting event, the FIFA World Cup has proven to be a unique communication platform for raising both awareness and funds for worthy social causes.
In 2002, FIFA dedicated its flagship competition for the first time to an awareness-raising campaign. Together with UNICEF, the "Say Yes for Children" campaign highlighted the need to recognise and respect children's rights.
This was followed by two Official Campaigns for the 2006 FIFA World Cup. The "Unite for Children, Unite for Peace" awareness-raising campaign was carried out in cooperation with UNICEF and highlighted the potential of football to promote values of peace and tolerance at international and national levels as well as locally, both within communities and between individuals. The "6 Villages for 2006" fund-raising campaign was conducted in close alliance with SOS Children's Villages, which raised over USD 30 million for the construction and running costs of six SOS villages in Brazil, Mexico, Nigeria, South Africa, Ukraine and Vietnam.
2010 FIFA World Cup: creating momentum for social change
The announcement on 15 May 2004 that the 2010 FIFA World Cup would take place in South Africa raised expectations in both Africa and all over the world. Indeed, the objective of the 2010 FIFA World Cup is to leave a legacy not only for African football, but also for African society in general, and to achieve this with the partnership and active participation of the local population.
The Official 2010 FIFA World Cup Campaign, conducted within the framework of the Football for Hope Movement, unites four key elements in its attempt to inspire social development. They include the construction of 20 Football for Hope Centres (link to 20 Centres for 2010 article) across Africa, the Football for Hope Tour and fund-raising campaign to raise awareness and funds for organisations active in the field of Development through Football on the continent and the Football for Hope Festival 2010 (link to FFH Festival 2010 article), the culmination of the Official Campaign during the FIFA World Cup in South Africa.
Each of the four elements will make its own unique contribution to the creation of a lasting legacy for the African continent long after the final whistle of the 2010 FIFA World Cup is blown.
Football for Hope: a Movement!
The Football for Hope Movement is the key element of the strategic alliance between FIFA and streetfootballworld, created to enhance dialogue and collaboration between football associations, committed clubs and players, professional leagues and involved commercial partners as well as local organisations advancing social development.
The Movement, led by FIFA in its capacity as world football's governing body and streetfootballworld (www.streetfootballworld.org) as the driving force behind a global network of organisations that use the potential of football to promote and facilitate social development, aims to utilise the role of football in the society in order to contribute to the achievement of the UN Millennium Development Goals.