(1 June 2006 2:00 pm)

MUMBAI: MTV International has teamed up with Unicef and football's governing body Fifa to present a public service campaign.

This is a series of five Superfans spots, starring 15 world famous footballers. The campaign is part of Unite for Children, Unite for Peace which is the official goodwill cause of the 2006 Fifa World Cup.

The ads will air on MTV's channel's globally. Produced in collaboration with Unicef and Fifa, the Superfans spots are also being offered, rights free and at no cost, to any broadcaster wishing to air them.

MTV Intl president Bill Roedy says, “The universal themes of tolerance, respect and fairness that are espoused by Unite For Children, Unite For Peace, fit well with our brands and resonate with our audiences. Our long time partnership with Unicef and now Fifa underscores MTV Networks International’s commitment to giving these issues a platform and we challenge other broadcasters to join us to increase the impact of this campaign, and help spread these vital messages by airing this programming rights and cost free.”

Unicef's director of public partnership Peter Crowley says, "This PSA puts children at the centre of attention, which is where they belong. Together, Fifa, MTVNI and Unicef are uniquely well-placed to help put the world's focus on children and to keep it there."

Fifa president Joseph S. Blatter says, “We are pleased that MTVNI has supported Fifa and Unicef– the official goodwill cause of the 2006 Fifa World Cup– in the fight for children’s rights on a global basis. The spots will help to carry the message that sport – particularly football – is a peace-building exercise and the core of childhood, and one that can contribute to making the world a better place”, said .

The Superfans spots bring together Unicef Goodwill Ambassador David Beckham and 14 current world-class football players from 15 countries in a virtual ‘Team Unicef’ to pledge support for the 2006 Fifa World Cup Germany campaign theme, Unite for Peace, Unite for Children. The video unites players including Beckham, Lionel Messi, Hidetoshi Nakata, Thierry Henry and Rafael Marquez with young people in a series of vignettes which in a playful twist feature the kids as the famous footballers and the football stars as the fans.

Filmed in Barcelona, London, Madrid, Manchester, Rome, Quito, San Jose and harnessing local production and creative talents, ‘Superfans’ highlights MTVNI, FIFA and UNICEF’s commitment to international pro-social projects through a truly collaborative and innovative approach. In addition to airing on MTVNI’s raft of channels and broadcasters around the world, the 90-second long global spots will broadcast on giant stadium screens as part of the Infotainment Programme at all 64 matches during the 2006 FIFA World Cup, from 9 June to 9 July.

The objective of the Unite for Peace, Unite for Children campaign is to harness the power of football, a universal language that all children understand, as an effective tool to combat violence and conflict, enabling children to grow up in more peaceful societies. Fifa says that the World cup provides an excellent opportunity to showcase to hundreds of millions of viewers that every child has the right to a peaceful world, free from conflict and abuse.

Football Fifa notes reaches more youth than any other recreational activity in the world. Football’s magic touch is a worldwide phenomenon that has made the sport more than just a game. It plays a major part in shaping culture in countries the world over. Harnessing the power of football can translate into an effective tool to combat violence and conflict, enabling children to grow up in more peaceful societies.

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