The International Cricket Council (ICC) and UNICEF launched the transformative Promise to Children digital campaign during the ICC Women’s Cricket World Cup, hosted by India and Sri Lanka. This initiative calls on cricket fans, players, and global audiences to pledge support for equal opportunities for all children, with a focus on the most vulnerable.

Backed by prominent figures like UNICEF National Ambassador Ayushmann Khurrana and Indian women’s cricket team vice-captain Smriti Mandhana, the campaign harnesses cricket’s global reach to advocate for children’s rights to education, healthcare, nutrition, safe water, sanitation, and protection from violence.

The Promise to Children campaign aims to engage the cricketing community—spanning fans, players, coaches, and commentators—to drive tangible improvements in children’s lives. ICC Chairman Jay Shah emphasized the organization’s commitment to gender equality, stating that the campaign will ensure children are healthy, educated, and able to play. By leveraging the massive platform of the Women’s Cricket World Cup, the initiative seeks to amplify awareness and inspire action across diverse audiences, uniting them under a shared goal of creating brighter futures for children globally.

UNICEF India Representative Cynthia McCaffrey highlighted the unique power of cricket, a sport cherished by billions, to transcend its role as entertainment and effect meaningful change. The partnership builds on a shared vision to provide every girl and boy with equal opportunities, addressing critical issues like access to quality education and protection from violence. The campaign will feature a range of activities, including cricket clinics with children, roundtable discussions with former cricketers, and extensive digital and broadcast engagement to maximize its reach during the World Cup.

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Celebrity ambassador Ayushmann Khurrana expressed pride in supporting the initiative, noting that every pledge—whether big or small—can contribute to building an equitable society. He praised the Indian women’s cricket team as a symbol of determination, reflecting the aspirations of girls seeking opportunities. Similarly, Smriti Mandhana described the campaign as both a personal and collective commitment, emphasizing cricket’s role as an equalizer and the importance of ensuring children have access to a safe, healthy, and happy childhood.

The Promise to Children campaign will roll out across online and broadcast platforms, with awareness drives designed to engage global audiences throughout the Women’s Cricket World Cup. By combining the universal appeal of cricket with a powerful call to action, ICC and UNICEF aim to inspire lasting change, ensuring that vulnerable children worldwide receive the support and opportunities they deserve.

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