Assisting Children Everywhere (ACE) draws on partnership to reach a specific audience - fans of professional tennis - with critical information about children. In the words of former UNICEF Executive Director Carol Bellamy: "We are excited about working with ATP's staff, players and fans to raise money for children and demonstrate how sports can make a significant difference in children's lives." The theme of partnership is reflected in a printed ad [PDF] for ACE, which features a photograph of two children reading a book together and the words "The Power of Partnership...Together there's no limit to what we can do." The ad includes a link to the ATP website, where various events taking place as part of ACE's fundraising and advocacy efforts are highlighted - and where donations are accepted online. Campaign PSAs featuring images of children around the world, interspersed with sports footage, are available for viewing on this website.

These events use the "power of celebrity" to get members of the public (e.g., fans of tennis) involved in efforts to support children in potentially geographically distant places, spurred on by the familiar (and much-lauded) names and faces of their favourite athletes. For instance, to launch the campaign, "elite" athletes volunteered their time and talent as participants in ATP's "All-Star Rally for Relief" exhibition event in Indian Wells, California (click here for video and photographic images from this event). Organisers point to the power of sport to entertain and engage: "During the exhibition, the athletes put aside their usual competitive nature and showed the audience their comic side. Winning was the last thing anyone cared about..." UNICEF buckets were reportedly passed among the crowd to collect funds. In another event that took place in May 2005, top players took part in the Tennis for Africa day at the Club Due Ponti in Rome to support a school food programme in Quelimane, Mozambique. Over 4000 Euros were collected, which will be used to give 260 children meals for 1 year. Several players also donated items to be auctioned on the internet.

As part of ACE, sports figures also participate in public events that share information and culminate in commitments to secure the rights of children. For example, in July 2005, Gustavo Kuerten and other leading Brazilian tennis players signed a pledge to promote the rights of every child and adolescent to play sports and enjoy leisure activities. "The practice of sports is essential for the development of every boy and girl. It increases the learning capacity, teaches important lessons about respecting others, leadership, team work and offers the opportunity for a healthier life to children and adolescents," said UNICEF's Manuel Buvinch.

Overseas Development Assistance, Partnership, Children, Health, Education, Rights.