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In 2006, UNICEF teamed up with the National Basketball Association (NBA) in the United States to create global public service announcements on AIDS awareness and prevention. As part of the league’s social responsibility initiative ‘NBA Cares’, basketball stars participated in multilingual advertisements for Unite for Children, Unite against AIDS. The announcements focused on preventing mother-to-child transmission of HIV, preventing infection among adolescents and young people, and protecting and sup- porting children affected by HIV and AIDS.

UNICEF and the Fédération Internationale de Football Association (FIFA) joined forces to rally fans at the 2006 World Cup in Germany to Unite for Children, Unite for Peace. FIFA promoted the power of football to bring harmony and tolerance to communities, nations and the world, and invited fans to make a pledge to create a peaceful world for children. Just before kick-off at all quarter-final matches, team captains read a declaration against racism. Teams and officials also posed under banners that stated, “Say No


to Racism.” Additionally, UNICEF-FIFA public announcements were broadcast on global MTV and ESPN networks, which drew many visitors to the UNICEF website.

The International Cricket Council took advantage of the high visibility of its Champion Trophy 2006 semi-finals to help ‘run out’ AIDS. To reduce HIV-related stigma, players and umpires wore red ribbons as a gesture of solidarity with people living with HIV and AIDS. Other public-awareness campaigns included a series of HIV education workshops for young people through the council’s cricket programmes.

The Association of Tennis Professionals (ATP) and the newly appointed UNICEF Goodwill Ambassador Roger Federer produced ‘Feder-bear’ Beanie Babies that were sold during the fall and winter of 2006. Proceeds from the sales went to ACE (Assisting Children Everywhere), a partnership between ATP and UNICEF working to ensure health, education and protection for children around the world.

Futbol Club Barcelona (FCB), adopting the motto “More than a club, a new global hope for vulnerable children,” announced a five-year partnership with UNICEF to protect children and young people during humanitarian crises and those affected by AIDS. The team will donate at least €1.5 million ($2 million) every year. The first year’s contributions will finance programmes in Swaziland designed to prevent mother-to-child transmission of HIV, provide paediatric HIV treatment, prevent HIV infection among adolescents and provide support for children orphaned or made vulnerable by AIDS. The team also unveiled its new jersey, which features the UNICEF logo across the front. With 60 million fans, FCB will use its popularity to raise awareness about children and UNICEF.

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