Dream Goal 2010 Flag

  • Award Entered:
    Corporate of the Year
  • Parent Organisation:
    Sony Corporation
  • Project Host Nation:
    Japan
  • Overview of Project:
    The 2010 FIFA World Cup™ provided Sony with a focus for a number of initiatives geared towards supporting the Millennium Development Goals. They are in line with Sony’s global CSR strategy to leverage its technology, encourage employee participation, and develop partnerships with organisations. The Siyakhona project, in partnership with FIFA and streetfootballworld, saw Sony photographic and video equipment and training sent to disadvantaged communities around the world and the outcomes presented at the Football for Hope Festival in Johannesburg. Public Viewing in Africa: we used Sony technology to bring the FIFA World Cup™ live to a number of communities in Cameroon and Ghana through public viewing events attended by over 24,000 people. The public viewings were linked to HIV/AIDS education and testing. Leadership development: we brought Sony professional expertise to the development sector by challenging Sony Leaders to work on projects identified by streetfootballword network members to help them achieve social change. Mentoring/Coaching: Sony Executives have mentored and coached streetfootballworld executives. Ticket Fund: Through leveraging our partnership with FIFA we invited 15,000 children to World Cup games with Grassroot Soccer who also provided HIV/AIDS education. Durable Ball: Sony engineers on trips to Africa noticed that the balls being used by children were not durable. Using Sony technology they developed a durable ball and over 3000 have been donated.

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