The International Cricket Council (ICC) and UNICEF have come together to launch the Promise to Children digital campaign during the ICC Women’s Cricket World Cup 2025, calling on fans, players and audiences to commit to equal opportunities for all children, especially the most vulnerable.
Cricket as a Platform for Change
The campaign is supported by UNICEF National Ambassador and Bollywood actor Ayushmann Khurrana, along with India vice-captain Smriti Mandhana. It seeks to use the global popularity of cricket to promote children’s rights, including access to education, healthcare, nutrition, safe water, sanitation and protection from violence.
Leaders Speak on Commitment
ICC Chairman Jay Shah said the sport’s governing body is committed to ensuring equal opportunities for both boys and girls worldwide. “Through the Promise to Children campaign, ICC and UNICEF will engage coaches, players and the cricketing community to advance the rights of every child,” he said.
UNICEF India Representative Cynthia McCaffrey highlighted cricket’s unmatched reach. “The UNICEF–ICC partnership builds on a shared commitment to create equal opportunities for every girl and boy. It inspires the nation with one united call – to make a Promise to Children,” she said.
Voices of Support
Ayushmann Khurrana said he was proud to back the initiative. “Each promise, big or small, can create real change and help build an equitable society. The Indian women’s cricket team itself reflects the determination and commitment of families who believe in the power of ‘Promise to Children’,” he noted.
Smriti Mandhana added that sport is a powerful equalizer. “Promise to Children is both a personal commitment and a collective responsibility to ensure children enjoy a safe and healthy childhood,” she said.
Activities During the World Cup
As part of the campaign, cricket clinics with children and participating teams will be organised. There will also be roundtable discussions with former players and stakeholders, while campaign messages will be amplified through digital platforms, commentators and TV spots.
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