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ICC launches ‘Promise to Children’ in World Cup 2025 to support children’s rights

Aakash Saini

Women's World Cup 2025 photoshoot [Source: Shruti_v31/x]Women's World Cup 2025 photoshoot [Source: Shruti_v31/x]

The International Cricket Council (ICC) and the United Nations International Children's Emergency Fund (UNICEF) have announced the launch of the ‘Promise to Children’ campaign for the upcoming 2025 Women’s Cricket World Cup in India and Sri Lanka. The campaign will also be supported by Bollywood actor Ayushmann Khurrana and India Women vice-captain Smriti Mandhana.

The ‘Promise to Children’ initiative aims to provide equal opportunities to young boys and girls all over the world, as confirmed by ICC chairman and Indian cricket administrating giant Jay Shah.

Women’s World Cup 2025 commits to children’s safety

The ICC and the UNICEF have announced the launch of ‘Promise to Children’, a digital campaign that will be organised during the 2025 Women’s Cricket World Cup. The campaign will feature cricket clinics with children, discussions with former cricket players, digital engagements with players as well as with commentators. The campaign will also consist awareness drives across live broadcast of the tournament.

UNICEF India Representative Cynthia McCaffrey praised their collaboration with the ICC, stating that the initiative will demonstrate how “cricket can further transcend sport”. She added that the ‘Promise to Children’ campaign will also help create equal opportunities for young boys and girls all over the world, a statement also echoed by ICC Chairman Jay Shah.

Prolific India opener Smriti Mandhana described endorsing the ‘Promise to Children’ campaign as her personal commitment towards supporting children and ensuring their well-being and a “safe childhood”.

The campaign will take centrestage during the 2025 Women’s ODI World Cup in India and Sri Lanka. The tournament is scheduled to launch from Tuesday, September 30 onwards with a match between the two co-hosts at the Assam Cricket Association Stadium in Guwahati.