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Special Contents > Contents List > Dream Goal 2010

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♦Project Overview

Giving hope to children

Marking the first time the tournament has been held in Africa, the 2010 FIFA World Cup™will be a historic occasion. Now in the dawn of the 21st century, a number of Africa countries are disturbed by conflict or suffering because of poverty. This already harsh reality is made worse by the prevalence of infectious diseases like HIV/AIDS and malaria, particularly among the young, and a lack of information and knowledge about these diseases.
FIFA, the organizers of the World Cup, have formed a strategic alliance with streetfootballworld, an NGO that uses football as a powerful instrument for social development. They launched a global movement called “Football for Hope”to help address the social issues through football.

Sony and NGOs team up for the Siyakhona Project

An Official FIFA Partner from 2007 to 2014, Sony strongly endorses “Football for Hope.” Siyakhona, a project Sony is co-implementing with streetfootballworld, is an expression of Sony’s support for the movement.

Siyakhona means “We can do it” in the local Zulu and Xhosa languages. The project chiefly involves Sony donating Sony products to NGOs and giving children the opportunity to create a visual record of their environment and activities, then furnishing them with the skills needed to communicate their work to society at large. In March 2009, we presented “Siyakhona Kits” to 32 football-based groups consisting of 47 NGOs in Africa, Asia Pacific, Europe and South America. The kits include Sony products like Cyber-shot cameras, VAIO computers and digital photo-printers as well as a training DVD on photography specially created for this project.

Since some of the children have never handled a digital camera or computer in their lives, local Sony Group companies partner with the NGOs to explain everything from how the equipment should be used to guidance on image editing.

"We can do it": The world's children are talking to you

The children's creations will be uploaded to the Internet as well as being exhibited in the “Football for Hope” Festival in June 2010 parallel with the FIFA World Cup™. Through the Siyakhona Project Sony will also be offering advanced technical instruction to young South Africans who aspire to become citizen journalists.

The Siyakhona project. This CSR project was inspired by the FIFA World Cup™, but the links between worldwide Sony Group companies and the NGOs will go on long after the tournament is over. The same goes for the support Sony is offering in the form of media training.

♦Project Operations

Participating Delegations

Schedule

Dec 2009	Siyakhona holds Kick-off Photography Workshop in Cape Town, South Africa.
Feb 2010	Sony sales companies pair up with local NGOs in target regions.
Feb-Mar 2010	Siyakhona kits distributed.
Mar-Apr 2010	NGOs supervise training and shooting programs.
May 2010	Photographs submitted for consideration.
Jun 2010	Selected photographs exhibited at Football for Hope Festival in Johannesburg, South Africa

Siyakhona Kit

Siyakhona Kit

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