Hyundai have used the Ticket Fund initiative to not only offer underprivileged children the opportunity to attend a live football game, but also to address the shortage in learning infrastructure and effectively educate children, learners and the community around road safety practices. There are currently over 3.5 million school children in South Africa who have little or no use of a desk in their classroom environment.
Hyundai South Africa, through Lapdesk, a company providing ergonomically designed lapdesks that fit comfortably on children’s laps, have engaged communities in six provinces to undertake a social investment campaign in the form of a learning experience. 7,000 children will benefit from the campaign through which selected schools will be approached to enter a competition to “earn” FIFA World Cup™ tickets.
Learners will be divided into teams and, guided by their teachers, will design or colour-in the supplied campaign competition poster and write a motivational paragraph incorporating the Official Slogan of the 2010 FIFA World Cup™: ‘KE NAKO. Celebrate Africa’s Humanity’. “The team element to this campaign is vital as it not only encourages a team spirit, but also aligns to that of a football game. Through such a campaign, core educational values of creativity and literacy are encouraged,” says Alan Ross, CEO of Hyundai South Africa.
Each school will filter through the competition entries and select one entry to represent the school. Hyundai South Africa, will then select the winning schools which will be recognised at an official handover ceremony to take place at the respective schools early in 2010. The schools will receive tickets to selected FIFA World Cup matches (including collection, supervision and drop-off of the children) but more importantly, Hyundai will provide each school child with a Lapdesk, branded with safety graphics to encourage awareness of local road safety rules and compliance requirements. “This initiative delivers the Hyundai road safety message to parents/ guardians and siblings linked to the schools involved, and research has shown that each Lapdesk is viewed by a minimum of 25 community members each day – further driving the safety message,” adds Mr. Ross.
“As a committed Official FIFA Partner, our endeavour is to ensure that the experience is viewed as one that adds value to the learners’ life and educational practice. There is no doubt that this is Africa’s
World Cup and our intent as the local ambassador, is to support this premise through well placed initiatives,” concluded Mr Ross.
• Encourage team involvement and collaboration – working together towards a unified educational goal in line with the Department of Education’s objectives
• Effectively inform and educate learners and the broader community around safe road practices
• Address the shortage of learning infrastructure and directly improve the quality and outcome of South African and African education
• Provide a phenomenal life experience for underprivileged learners, that would otherwise not be possible