The Isaac Booi School is a plain brick-lined double storey building in the township of Zwide, in Port Elizabeth, South Africa. It is just after one o’clock in the afternoon, classes are over and yet, the playground is still buzzing with activity. Sticking out of the crowd of children in maroon coloured uniforms are a few young people in bright yellow T-shirts. They are coaches from Grassroot Soccer, a programme teaching young learners about soccer and HIV/Aids prevention.

Director Kirk Friedrich started Grassroot Soccer in Zimbabwe in 2002, after several of his friends and fellow soccer players died of Aids. “The idea was to develop a curriculum for HIV/AIDS education, based on games. Soccer attracts kids and the message from the game can easily be transferred to life” says Kirk. The programme combines social theory, public health methodologies, rigorous evaluation and a huge dose of passion.

“We trained professional players to teach awareness about the disease and the need for prevention. At the same time the trainers are role models to the children which is a very powerful concept when it comes to behaviour change”.

After the evaluation of the pilot project in Zimbabwe and making a few adjustments to the curriculum, the model was expanded to other countries. South Africa has a total population prevalence rate of just over 11%, the death rate due to HIV/AIDS in areas such as Zwide in Port Elizabeth reaches almost 40%. Since March 2006 Grassroot Soccer plugs in with existing education and after school programmes and has recruited and trained approximately 100 people as coaches on the curriculum, reaching 3000 school children to date.

Excitement is dancing in the air as they stand gathered in a circle, hands tightly held together, enthusiasm and concentration, etched on their tiny faces, unified and ready for their “energiser”. Lead by the trainers they are chanting and clapping a simple rhythm. “Siyahamba” – We are going! One by one they enter the circle, showing off an individual move – “I do, I do, I do like this, I do like this” – copied by the others. “With the energiser we get them in the mood for action” explains Siyavuya Ntabeni, 23, one of the 13 project co-ordinators, before he invites the group to the next game, which is called “Find the ball”. The youngsters stand shoulder to shoulder in two lines, facing each other. Siyavuya introduces the HIV/AIDS ball, a tennis ball that he hands to the first team who are passing it behind their backs, trying to attract no attention to the person who actually holds the ball. The opposite team starts guessing who of the other players is holding the ball. After taking turns a few times, Siyavuya breaks up. 16 pairs of eyes are resting on him when he explains the key message behind the game. “You cannot tell if someone has HIV/AIDS just by looking at him or her, just like you cannot see who is holding the ball behind his or her back. You only know your status if you go for a test!”

Stigma is one of the biggest problems in the community, “if you have the disease, the community looks down on you”. Grassroot Soccer focuses on addressing taboos and increasing the kids’ knowledge on HIV/AIDS from an early age. The atmosphere is playful yet disciplined; experiencing structured learning through actively participating in sport is a new experience for the children.

“Before a new group starts with the eight week programme, we sign a contract with them. We discuss the meaning of our key values which are to respect each other, feel comfortable about what we do, participate in the activities and sharing our experiences” Siyavuya explains. “Using the Power of Soccer in the fight against HIV/AIDS” is written on the back of his T-shirt. Grassroot Soccer is much more than just kicking balls around the pitch. It’s the image of the sport, its ability to create connections between people, the magic of the game, that attracts the children to the programme. And with South Africa building up to the Soccer World Cup in 2010, the awareness around the sport among the kids is even greater than ever.

“Football is a universal language, it appeals to both men and women of all ages and it’s easy: You don’t need lots of resources to play football as long as you’ve got something to kick around. Besides, kids like the idea of being part of a team and they understand the language of football. That’s why we use an assortment of analogies in our teaching.” Kirk works closely with Football for Hope, a FIFA and streetfootballworld initiative dedicated to promoting development through football worldwide. “Having FIFA’s support is immensely helpful for Grassroot Soccer as it not only helps us improve our programmes but also adds a quality seal to our efforts and recognition of the work that we do”.

One of the 200 kids currently with Grassroot Soccer in Zwide is Lungi. A tiny 12 year old girl, planted between two teenage boys next to her in the circle, making her appear younger than she really is. This is until she begins to tell her story. Lungi has lost her parents to AIDS. “My father was first diagnosed with TB. With treatment, he seemed to be getting better. But he started drinking again, things got worse and he passed away.”

Soon after her father’s funeral her mother started to have shortness of breath and got sicker by the day. She was diagnosed with HIV and died a year after Lungi’s father. Lungi is being raised by her sister and extended family.

“The Grassroot Soccer programme teaches me to be strong and to know that I am not the only one that has lost parents to HIV. My favourite game is the one called “choices”, teaching us about making our own choices. There are things you can choose and things you can avoid.”

Lungi joined the Grassroot Soccer street league in July. The street league gathers twice a week at the Imbewu multi sport courts and is open to everyone between 10 and 18 years. Siyavuya, who introduced her to Grassroot Soccer, sees her as an energetic young girl and a very receptive learner. “She can achieve the best in life and be a role model for others” he says.

In July, when Grassroot Soccer youngsters were selected as the 22 player escorts for the “90 minutes for Mandela” special FIFA match honouring Nelson Mandela’s 89^th birthday, Lungi was one of them. She walked onto the pitch with non other than the legendary Pele. A shy smile emerges on her face when she recalls the evening, as if walking next to the king of soccer is nothing to be nervous and nothing to be proud of. For her it’s perhaps a fairly small achievement, compared to what she had to cope with already in her very short years.

“I’ve been through a lot” she says and her face becomes serious as she searches for the words in English. “Grassroot Soccer helps me to get on with life, it makes me ready for life.” As she sits in her bedroom, all walls painted in her favourite colour pink, reciting her own poetry, she looks just like any 12 year old who loves dancing, writing poems, pink clothing, and South African Kwaito star Zola “because he is kind.”

“Lungi is a strong character because she grew up without parents. She knows her background, she is willing to go past her background. That’s a great success” says Siyavuya. “The program has taught her, that there are always parents around you, even if they are not your own.“ Bouncing back and staying strong as well as respecting others are key learning’s for the children.

Nearby to the Isaac Booi School is the Dora Nginza Hospital, a large complex at the edge of Zwide township. Dr Mlulami Mabandla is the Chief Medical Officer at the Children’s Clinic at Dora Nginza, the province’s forerunning clinic in the supply of Anti Retrovirals. Dr Mabandla sees on average between 30 to 40 HIV positive children daily. He is encouraged by the progress that the clinic has made. “We currently manage to get most of the people who need ARVs onto them. Prevention is what we are lacking behind.” He sees the success behind Grassroot Soccer in the action driven curriculum. “Children don’t like to be dictated. They respond better to an informal situation, where the education is brought about as a game.”

And whilst the country is gearing up for the games in 2010, Kirk, Siyavuya and the rest of the Grassroot Soccer team are working towards sharing their football based curriculum with more organisations to reach as many kids as they can.

In a 2006 study on the Demographic Impact of HIV/Aids in South Africa, the Cape Town Centre for Actuarial Research projected that the number of people infected with HIV in 2010 will be just above 5.8 million out of an estimated population of 49 million people.

There are things you can choose and things you can avoid.

(Statistics on HIV/AIDS in South Africa from: Dorrington R E, Johnson L, Bradshaw D and Daniel T.  The Demographic Impact of HIV/AIDS in South Africa. National and Provincial Indicators for 2006. Cape Town: Centre for Actuarial Research, South African Medical Research Council and Actuarial Society of South Africa. 2006.)

Ends/

For further press information please contact:

CHATROOM

Zukiswa Nomnganga

T: 021 – 422 2806

M: 082 – 557 7877

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South Africa - Sony is giving twenty-five (25) Grassroot Soccer participants the once in a lifetime experience of being flag bearers at the 2010 FIFA World Cup^TM at various matches throughout South Africa: Ellis Park (Johannesburg), Nelson Mandela Bay Stadium (Port Elizabeth) and Cape Town Stadium (Cape Town).  The “Flag Bearer” program invites children (ages 10 to 16) to enter the stadium bearing the FIFA flag at the pre-game ceremonies, throughout the sixty-four (64) 2010 FIFA World Cup^TM matches.  Grassroot Soccer (GRS) was selected as one of the local non-governmental organisations to receive support due to their efforts in using the power of football for social development.

“2010 FIFA World Cup^TM Flag Bearer Program by Sony provides a wonderful opportunity for local children to become part of the first World Cup in Africa.  We are equally delighted to provide this once in a lifetime experience to be part of this celebration in history which the world will witness”, says Hidemi Tomita, General Manager of Sony CSR department.

To be eligible for selection, Grassroot Soccer chose kids who have served as peer role models in their community and participating in HIV awareness and life skills programs administrated by Grassroot Soccer.  “We are grateful to Sony and FIFA for affording us the opportunity to offer the youth of South Africa an opportunity like this. This has allowed us to reward the children for being dedicated to making positive choices in their lives. This kind of initiative shows the community of what can be achieved through empowering oneself through knowledge”, says Ryan Janks, Special Programmes Manager at Grassroot Soccer.

Grassroot Soccer, a South African non-profit organisation, educates the youth about life skills, HIV and AIDS through the power of soccer. Managed by GRS, the Football For Hope Centre (FFHC) forms part of the “20 Centres for 2010” project, the official campaign of the 2010 FIFA World Cup^TM in South Africa. The project aims to build 20 Football For Hope community centres across Africa. The centre in Khayelitsha serves as a facility for public health, education, and football, featuring training spaces and an artificial turf field for delivery of GRS’ Skillz curriculum and other educational activities.

For more information on Grassroot Soccer and the Sony FIFA 2010 Flag Bearer Programme visit www.grassrootsoccer.org. or www.sony.com

For more information please contact:

Chatroom

Roshaan Patel

P: +27-21-422 2806

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Football is played everywhere regardless of social, financial or other circumstances. All over the world young people dream and aspire to become professional football players, being at the top of their game and ultimately representing their country. Of course this is not where their dreams begin.

Winchester Mansions has been gripped with soccer fever. Situated along the Atlantic Seaboard and known to be one of the leading seafront hotels, Winchester Mansions will host the “Goalgetting – the world is a football ground” photography exhibition.

The first of its kind, this unique exhibition comprises a collection of photographs of football grounds across the globe. “It portrays the reality of football in different countries and cities and it’s a must-see for all. I invite all football fanatics to come and view the exhibition and show your support for this worthy project. We are proud to be associated with Goalgetting and are honoured to be the first venue in the global tour,” says Nils Heckscher, Managing Director of Winchester Mansions.

Goalgetting is an online platform that was started as a project in 2009, when the student company Coaching Zone, based in Germany was founded with the goal of creating a platform where people from all over the world can upload and share pictures of their football fields.

Only two criteria exist for submitting images, the pictures should not be of professional football fields or stadiums, however rather express the “reality” encompassing the world today, for instance, the rough streets and gravel pitches where grassroots football is played. The second criterion is that the images be taken from the penalty spot, looking toward the goal. This creates the perception of an image-within-an-image that frames a part of the world behind the football field. The place where dreams begin…

The ambitious students from Coaching Zone also wanted to create an exhibition with these pictures and showcase it in South Africa during the FIFA World Cup 2010 when the world’s attention is focused on the country.
Their dream became a reality as the exhibition of approximately 50 of the best pictures will go on an international tour. Starting in Cape Town, the Goalgetting exhibition will be on display at Winchester Mansions, launching on 16 June with a private viewing at the Grapes, Gourmet and Gallery Evening. This exclusive lifestyle event starts with an aperitif and is followed by a 5-course meal that is paired with the evening’s featured wine from the Waterford Estate. A second private viewing takes place on 18 July at the Grapes, Gourmet and Gallery Evening with wine from the Morgenhof Estate. Additionally the exhibition will be open for public viewings daily from 10am until 10pm until 18 July. In an ongoing effort to create awareness of global social issues people are encouraged to continue to post their pictures on the Goalgetting website.

For more information about Goalgetting, the exhibition at Winchester Mansions and to make a booking for the private viewing at the Grapes, Gourmet and Gallery Evenings, contact the hotel reception on 021 – 434 2351 or e-mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it . Alternately brochures are available at the hotel or visit www.winchester.co.za or www.goalgetting.net for more information.

For further press information please contact:

Chatroom

Gouwa Waja-Stemmet, Account Manager

P: +27 21 422 2806

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PR

Client Profile

Grassroot soccer trains African soccer stars, coaches, teachers and peer educators in the world’s most HIV-affected countries. It wants to deliver an interactive HIV prevention and engages young people through schools, community outreach and social multimedia

Client Brief

Chatroom was commissioned to raise the awareness of Grassroot Soccer and the organisation’s impact on communities

Action Steps

• Ongoing public relations activities: media release development, dissemination and following up
• Media coordination for various events such as Skillz Curriculum DVD launch, Opening of the Football for Hope Centre
• Media interviews facilitation

Outcome

• Consistent  coverage in national and local community newspapers, sports publications and radio
• Feature articles on The Big Issue, Vuvuzela Magazine and Leadership in Sport
• High level media attendance at various events
• Development and production of the flyers

visit website of Grassroot Soccer

Retail, in-store and window display, with an adaptation of the overall marketing message giving people an exciting touch point with this progressive brand.

Chatroom was appointed to present ideas for the launch of the South African national soccer team jersey for the 2010 Fifa Soccer World cup.  

Action Steps

• Briefing with client about overall theme and key messages and technical restrictions
• Develop concepts for window display units, point of sale items and ideas for flagship stores
• Present ideas and further specific items selected

Outcome

• Four concepts to carry the Jersey Launch theme from the window through the store, creating various touch points with the campaign
• Ideas for window display in a more innovative way  for this and campaigns in future

Client Profile

The Adidas Group is a global leader in the sporting goods industry and offers an enormous range of product which are available all over the world
We strive to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.
Mainly focuses on four key categories globally: football, running, training and basketball.
From street fashion to high fashion, all uniquely inspired and linked to sport.

One of the sponsors of the Fifa Worldcup 2010 in South Africa

visit website of adidas South Africa

Public Relations: Camera crews have been travelling to every continent during 2007 and 2008 to film 26 powerful human interest stories under the title of ‘Football’s Hidden Story’ – a testament to the role of football as a source of encouragement and hope; an affirmation of the true meaning of the world’s greatest game.

This unique project shows the other side of football – ordinary people with extraordinary lives. It is a new approach to programming, involving extensive, international research, to find dramatic and heart-warming stories. The project is endorsed by FIFA to show how football can enhance peoples’ lives in many and unexpected ways.

Action Steps

• Selecting relevant international articles and images
• Editing and placing the stories in relevant SA media
• Writing of the article of the Football’s Hidden Story shot in South Africa, about Grassroot Soccer, an HIV/AIDS Education programme with a soccer-based curriculum

Outcomes

• Extensive and regular coverage in the Sports section of daily and weekly newspapers as well as monthly publications

visit website of Fifa/Football's Hidden Story