Siyakhona is a joint social responsibility project by FIFA and Sony, which gives children and adolescents from underprivileged backgrounds the chance to go on professional training courses and learn about digital photography and video. The end goal is to provide these young people with the relevant skills for jobs in the media and communications industry. The word Siyakhona means “We can do it” in Zulu and Xhosa, languages both from South Africa, where the project was launched.

“The Football For Hope Siyakhona Media Skills programme is one of the chances that we have as FIFA, together with Sony, to give tools to the NGOs we are already working with so that they, in turn, can give opportunities to young people,” said Federico Addiechi, FIFA's Head of Corporate Social Responsibility.

“For us, it's a project that is doubly positive," he went on. "On one hand, it has an impact on children, as well as giving them work opportunities and the chance to communicate the work they are doing; but it is also positive in terms of its relationship with Sony. It is great to see that we have such a real-world project with a FIFA partner that is giving really good results throughout the world.”

To put the idea into practice in Brazil, FIFA and Sony are working closely with organisations that make up Football for Hope, a FIFA initiative to support responsible community projects with instructors from the local media and Sony distributors. The workshop in Rio de Janeiro, which began this Wednesday 12 February, runs until Friday, with three NGOs: Formacao, EPROCAD and Grupo Ruas e Pracas.

“We are going to learn content specific to the project, with all the guidelines, bringing in the institutional mission, which is to educate young people through sport and, what's more, have the support of a technical media professional, who will be helping us,” explains Adolfo Vieira, coordinator of EPROCAD – the Pro Children and Adolescent Educational Sports Foundation.“

"What we have proposed is to give a contextualised vision of what football is in society, principally by highlighting the reality of these boys," she concluded. "We want to make an analogy of what football really represents in their lives and, from that, how they can change their own realities.”