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World Cup 2010

Media Events for Development Campaigns

Anne-Katrin Arnold's picture

Using large international events to get attention for a development objective is a pretty good idea. Events like the Soccer World Cup are so called media events - events that capture the attention of a large audience, that break our routines, and unify a large scattered audience. Whatever team you were cheering for, you weren't the only one cheering for it, and didn't you feel like your team's friends were also your friends? This kind of mood - attention and a feeling of community - provides a great environment for campaigns that want to raise awareness about certain issues or that want to change norms and behaviors.

The Goal is Sacred Space

Naniette Coleman's picture

When Siphiwe Tshabalala scored the first goal of the World Cup, that beautiful, upper right hand corner net buster, just minutes into the second half, I fell in love. I took to my suburban balcony, danced with wild abandon, and screamed “GOAL SOUTH AFRICA, GOAL BAFANA BAFANA” at the top of my lungs. I celebrated because during the 55th minute, of the first game, of the first World Cup on African soil, we all accomplished something great. No, I did not fall in love with Tshabala or South Africa or Bafana, Bafana per se in those moments. I actually fell in love with the idea of world collaboration all over again.   I fell in love with the idea that if we are all present in one room/stadium and devoted to the same initiative, magic can happen. It was ethereal, and I, I was committed and in love and on top of the world for about 24 hours before reality brought me and all that idealism back to earth. Actually, it was the words escaping the mouths of my fellow Americans during the US vs. England game.