Players and officials join forces with UNAIDS and UNICEF to raise awareness of HIV and AIDS

The ICC World Twenty20 South Africa 2007, which reached the end of the opening group stage on Saturday evening, has produced thrills, upsets and superb entertainment over its first five days.

But aside from the fours, sixes, wickets and catches, the ICC has also sought to use the tournament to raise awareness of HIV and AIDS, and also the impact the issue has on children.

Players from all 12 of the competing teams, as well as the officials, have played their part by wearing red ribbons, the universal symbol that highlights the issues of HIV and AIDS awareness and tolerance.

And the ICC has provided free advertising space at each of the three venues hosting the tournament - Cape Town, Durban and Johannesburg - with boundary boards displaying the message "Unite for children, Unite against AIDS."

The hope is that by raising awareness it will encourage people - and especially youngsters, who view the players on show in South Africa as role models - to find out more about the issues involved.

Cricket is a game of facts and figures but more important than any sporting statistic is the number of people around the world that have to live in the shadow of HIV and AIDS.

Around 1/3 of the 40 million people living with HIV and AIDS across the world reside in the 10 ICC Full Member countries.

Within those Members cricket has a unique ability to attract attention - something also highlighted by the ICC's first-ever Diversity Day, on Friday - and so it is the perfect vehicle for this ongoing campaign.

The ICC began working with UNAIDS on HIV and AIDS in September 2003 so this tournament represents the fourth anniversary of the partnership.

Commenting on cricket's involvement, South Africa batsman AB de Villiers said: "I feel a real calling to help wherever I can.

"The issue of AIDS is close to my heart because of the impact it has had on my country but I think we have a responsibility as high-profile sportsmen to do what we can as it helps to open eyes and it inspires people to do something about the problem.

"Awareness is a big factor in helping prevent the spread of HIV and AIDS so the more we talk about it and keep it in the public eye the better."

Kumar Sangakkara, the Sri Lanka wicketkeeper-batsman added: "I hope people will listen to cricketers, I hope that our support helps and that it brings a different perspective to building interest in these issues and raising awareness.

"It's important to raise awareness any way that you can and if different voices and fresh faces help then that is good."

Sangakkara took his involvement to another level when, after visiting a primary school located in Tembisa, Johannesburg with team mates on Wednesday, he invited the children to attend his side's match against Kenya at The Wanderers two days later.

The children saw Sri Lanka rack up the highest total in the history of T20Is, 260-6, and secure a 172-run win.

Representatives from UNICEF and UNAIDS have expressed satisfaction at the role cricket is playing in highlighting the issues of children, HIV and AIDS.

UNICEF South Africa Country Representative, Macharia Kamau, said: "Our involvement with the ICC World Twenty20 (South Africa) 2007 has helped us spread the word that children's involvement in sports like cricket can be an effective measure to deter their engagement in the kind of risky behaviour that can lead to HIV infection.

"The opportunity given to South African children to meet up close, sports heroes like Proteas captain Graeme Smith, Sri Lanka's Kumar Sangakkara and other stars and ICC officials, will no doubt create a lasting impression on these young minds.

Kate Thomson, Senior Partnership Adviser, UNAIDS, said: "We appreciate the great platform the ICC has given to us to convey the message that keeping the next generation HIV free is of the utmost importance.

"The partnership with the ICC around the ICC World Twenty20 South Africa 2007 has proven to be very successful. The tournament provides an excellent platform to raise awareness on HIV and to involve players as excellent role models.

"UNAIDS hopes to continue the partnership in the future," she added.

Since September 2003, the ICC has implemented numerous awareness-raising initiatives to drive the level of understanding and education about HIV/AIDS. And over the past year it has also joined forces with UNICEF.

Players have recorded Public Service Announcements in English and their native languages.

And ahead of ICC World Twenty20 South Africa 2007 UNAIDS and loveLife provided education sessions for all 500 volunteers working at the event on HIV and AIDS on the volunteer training days.

Details of cricket's involvement in the UNICEF campaign can be found at: https://uniteforchildren.org/cricket/

The game's support in working with UNAIDS, UNICEF and the African Broadcast Media Partnership against HIV/AIDS at the ICC World Twenty20 to help raise awareness and reduce stigma around HIV and AIDS can be found at: https://worldtwenty20.yahoo.com/icc-initiatives/hiv-and-aids-awareness.html

The ICC World Twenty20 involves 27 matches at three venues - Cape Town, Durban and Johannesburg - over 14 days with the final set to take place in Johannesburg on 24 September.