August 11, 2010
In Ghana, on June 24, 1,400 people participated in the screenings of the Japan vs. Denmark match
11 August 2010, Tokyo, Japan - The project “Public Viewing in Africa” partnership between Sony Corporation, the United Nations Development Programme (UNDP), and the Japan International Cooperation Agency (JICA) brought 26 World Cup matches to 24,000 people living in Cameroon and Ghana. The viewings launched an AIDS-awareness campaign aiming to bring health information to vulnerable communities in these countries, and contribute to the achievement of the Millennium Development Goals (MDGs).
The MDGs are eight internationally-agreed targets which aim to reduce poverty, hunger, maternal and child deaths, disease, inadequate shelter, gender inequality and environmental degradation by 2015.
Sony set up large screen visual equipment, including a 200 inch screen, projector, Blu-Ray disc player and waterproof speakers, and aired, for free, 26 live matches of 2010 FIFA World Cup™, at locations with limited access to television, while UNDP, JICA and local partners offered the viewers HIV and AIDS counseling and advocacy materials. Activities included drama performances, quizzes and song contests relating to HIV and AIDS prevention, as well as the free distribution of condoms. Despite the widespread popularity of football across Cameroon and Ghana, low household TV penetration, at approximately 20 percent, and the lack of electricity in certain regions prevents many communities from watching their teams on TV.
In Cameroon, UNDP mobilized approximately 5,350 people to five venues in four regions, while in Ghana, JICA brought together 18,650 people at 18 venues across 15 regions. In addition, 1,800 people in Cameroon and 3,000 people in Ghana took HIV tests. In both instances, more than double the number of people expected participated. During the screenings, “Join the Team!” footballs, made from environmentally conscious and durable material produced by Sony were also distributed. Furthermore, with the help of NGOs and international organizations such as JICA and UNDP, Sony will be donating 3,372 footballs, which were gathered by people around the world through Sony's Earth F.C. project (http://www.sony.net/united/earthfc/), to children in Africa.
As part of its efforts to harness sustainable energy sources, Sony also piloted in Ghana a combined solar power and lithium-ion storage battery system , which provided enough electric power to screen more than two hours of football broadcasts for public viewing in the evening.
UNDP and JICA work with the private sector to accelerate progress towards the MDGs by 2015, by promoting inclusive growth, and sharing best practice on how businesses can be profitable while fighting poverty.
Under the theme “For the Next Generation”, the Sony Group is aiming to collaborate with external organizations to leverage the company's strengths in meeting the needs of today's society, while aiming to contribute to social sustainability and the development of the next generation. In recent years, Sony has also supported various activities in Africa with the aim of contributing to the MDGs.
Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $78 billion for the fiscal year ended March 31, 2010.
Sony's Global Web Site: http://www.sony.net/
Sony is an Official FIFA Partner from 2007 through 2014. (http://www.sony.net/united/football/)
Sony's CSR activities related to football: http://www.sony.net/dreamgoal
UNDP is the UN's global development network, advocating for change and connecting countries to knowledge, experience and resources to help people build a better life. We are on the ground in 166 countries, working with them on their own solutions to global and national development challenges. As they develop local capacity, they draw on the people of UNDP and our wide range of partners. http://www.undp.org
JICA is advancing its activities around the pillars of a field-oriented approach, human security, and enhanced effectiveness, efficiency, and speed. JICA contributes to the promotion of international cooperation as well as the sound development of Japanese and global economy by supporting the socioeconomic development, recovery or economic stability of developing regions. About hundred offices are located worldwide to promote projects that meet local needs.
For more information please contact:
Sony Corporation Corporate Communications:
Ikuma Nakagawa, Tel.: +81-3-6748-2200, Ikuma.Nakagawa@jp.sony.com
JICA Office of Media and Public Relations:
Makiko Mitamura, Tel.: +81-3-5226-9781, Mitamura.Makiko@jica.go.jp