adidas has chosen to activate their Ticket Fund campaign by teaming up with the South African Department of Education (DoE) and its ‘My 2010 School Adventure’ initiative. This programme is aimed at all school-goers aged between 6-18, irrelevant of academic background.

This education programme aligns with adidas’ own Corporate Social Responsibility activities in South Africa which are focused on:

- education
- HIV/Aids
- footballs for children

The concept uses the 2010 FIFA World Cup™ to spark interest in education amongst South African kids, introducing ideas such as ‘Adopt-A-Nation’, a programme focused on the FIFA World Cup™, where groups of school kids ‘adopt’ one of the participating teams and learned more about that country’s history, people, politics and more.

The ‘My 2010 School Adventure’ is anchored around three distinct pillars:

- Education; Curricular enrichment
- Development; Teacher training courses
- Participation; Football Events

adidas will work closely with the DoE, supporting several of their events such as the National Finals of the Football Events and the Finals of the Arts and Culture competition. adidas has up to 15,000 tickets as part of the Ticket Fun which will be awarded to participating schools.

Objectives:

• Create unforgettable experiences for underprivileged kids
• Use the FIFA World Cup™ as a platform to make kids understand that education and sports can go hand-in-hand and complement each other
• Ensure that the 2010 FIFA World Cup™ touches as many South Africans as possible
• Lay the foundation for further cooperation between Department of Education and adidas

adidas has chosen to activate their Ticket Fund programme by teaming up with the South African Department of Education (DoE) and its “My 2010 School Adventure” campaign. This campaign is aimed at all school-goers aged between six and 18, irrelevant of academic background, and aligns with adidas’ own corporate social responsibility (CSR) activities in South Africa which are focussed on:

-          education
-          HIV/Aids
-          footballs for children

The campaign uses the 2010 FIFA World Cup™ to spark interest in education amongst South African kids. At the core of all campaign activities is the “Adopt-A-Nation” theme through which groups of school kids will ‘adopt’ one of the participating teams and learn more about that country’s history, people, politics and more.

The “My 2010 School Adventure” is anchored around two distinct pillars:

- Education (curricular enrichment)
- Participation (soccer events)

adidas will work closely with the DoE, supporting several of the campaign events such as the ”SA Schools Football World Cup” and the arts and culture competition. The creative works (writing, design and performance arts) produced by learners as part of the arts and culture competition focus on themes such as football, unity in diversity, reconciliation, anti-discrimination, “my life, my future, my responsibility” and caring for the environment.

adidas has 15,000 tickets from the Ticket Fund which participating learners can “earn” through participation in one of the campaign events. To achieve the objectives set for the programme, adidas has ensured that all learners stand an equal chance of winning the tickets by helping to take the events to all schools in South Africa.

Objectives:

  • Create unforgettable experiences for underprivileged kids
  • Use the FIFA World Cup™ as a platform to make kids understand that education and sports can go hand-in-hand and complement each other
  • Ensure that the 2010 FIFA World Cup™ touches as many South Africans as possible

Lay the foundation for further cooperation between the Department of Education and adidas.