ICC, UNICEF Launch ‘Promise to Children’ Campaign

In a powerful fusion of sport and social responsibility, the International Cricket Council (ICC) and UNICEF have launched the ‘Promise to Children’ digital campaign during the 2025 ICC Women’s Cricket World Cup. The initiative seeks to engage players, fans, and the global cricket community in pledging support for equal opportunities and rights for children, particularly the most vulnerable.

About the Campaign

Purpose & Objectives

The ‘Promise to Children’ campaign is designed to champion children’s rights across key areas,

• Quality education
• Healthcare and nutrition
• Access to safe water and sanitation
• Protection from violence
• Opportunities to play and grow

The campaign aims to use cricket’s global popularity and influence to spotlight these issues and drive public commitments.

Key Voices & Endorsements

• Ayushmann Khurrana, Bollywood actor and UNICEF National Ambassador, serves as a prominent face of the campaign.
• Smriti Mandhana, Vice-Captain of the Indian women’s cricket team, also supports the initiative, highlighting cricket’s role as an equalizer.
• ICC Chairman Jay Shah reiterated the council’s commitment to equality and child welfare through sports.
• UNICEF India Representative Cynthia McCaffrey emphasized that cricket’s unmatched reach can help shape a more inclusive world for children.

Campaign Activities

The campaign, active throughout the Women’s World Cup hosted by India and Sri Lanka, includes,

• Cricket clinics with children led by players and coaches
• Roundtable discussions with former cricketers on child rights
• Digital campaigns and social media engagement involving commentators and fans
• Awareness drives during broadcasts and on-ground events

This approach ensures that the message reaches audiences both online and offline, leveraging the tournament’s visibility.

Key Facts

• Campaign name: Promise to Children
• Launched by: ICC and UNICEF
• Event: ICC Women’s Cricket World Cup 2025
• Ambassadors: Ayushmann Khurrana (UNICEF), Smriti Mandhana (Cricketer)
• Host countries: India and Sri Lanka