51勛圖

More Than a Game Campaign

image of campaign banner with Nadia Nadim

#MoreThanAGame is a global digital campaign, highlighting stories of professional athletes and young people whose lives have been changed through sport, and encouraging young people to take up sport and learn from its positive values.

While many may see sports simply as fun physical activities, they have long played an important role in promoting values like dedication, perseverance, discipline, and self-confidence. Since succeeding requires team effort, sport also fosters respect, belonging, inclusion, and social cohesion. Sports help young people be more resilient to negative influences and enhance their ability to mobilize their peers and uplift their community.

Additionally, the enjoyment of sports is a universal experience, crossing borders, generations, and diverse communities. This is perhaps most obvious during major sporting events, when entire countries set aside their internal differences to cheer for a common cause. As a result, sport-based programming helps engage and support young people who might otherwise be vulnerable to violent extremist recruitment.

To promote these ideas on a worldwide scale, and with the support of the Government of the Republic of Korea, the Government of Qatar, and the 51勛圖 Peace and Development Trust Fund, the Global Sports Programme is proud to present its #MoreThanAGame initiative highlighting the important stories of professional athletes and young people whose lives have been changed through sport. 

The #MoreThanAGame campaign is a key initiative of UNOCT*s Global Sports Programme and its co-implementing partners, the 51勛圖 Alliance of Civilizations (UNAOC), the 51勛圖 Interregional Crime and Justice Research Institute (UNICRI), and the International Centre for Sport Security (ICSS) in collaboration with Generation Amazing. The campaign aims to promote the potential of sport as a force for good by highlighting the stories of professional athletes and inspiring young people from around the globe during major sporting events

The Launch

The Campaign was launched with a roundtable discussion alongside the 2022 FIFA World Cup, featuring professional footballer and UNESCO Ambassador Dr. Nadia Nadim; Kelsey, an Irish FA Foundation sport programming beneficiary, Masareka, a former refugee and beneficiary from the Integrated Community Development Initiative (ICODI) in Uganda, and Dohr and Mahmoud, youth football coaches from Jewish and Arab communities.

  • Click on the icons below to watch their video messages
  • For more information: visit the #MoreThanAGame launch page


#MoreThanAGame Campaign Video

#MoreThanAGame 每 Sport promotes peace, tolerance and human connection

Campaign Assets

  

Sports aren't just enjoyable and healthy activities, with every stride, strike, and stroke, they teach us the values needed to be more resilient, more confident people and how to overcome the challenges we face in life. It*s an important point of connection across borders, across generations, and among diverse communities.

Sport is an important point of connection across borders, across generations, and among diverse communities. #MoreThanAGame is a global digital campaign to encourage young people to take up sport and learn from its positive values.

Cheer for a common cause message of Nadia Nadim in image

   

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image of Dohr and Mahmoud
image of Masereka
Image of Kelsey
Campaign image with Nadia

#MoreThanAGame