The International Cricket Council (ICC) and UNICEF have launched the “Promise to Children” campaign across India, coinciding with the ICC Women’s Cricket World Cup 2025 in India and Sri Lanka. Formally starting on 29 September 2025, the five-week initiative mobilises cricket fans, players, and institutions to pledge support for equal opportunities for children. Pledges cover education, healthcare, nutrition, water and sanitation, and protection from violence.
The campaign is anchored on the digital platform india.unicef.org/icc-wcwc, where fans can make promises directly. Activities include cricket clinics with children, roundtables with cricket legends, and broadcast messaging during matches. Endorsements from UNICEF Ambassador Ayushmann Khurrana and India vice-captain Smriti Mandhana have added visibility.
Sports diplomacy is being leveraged to advance child rights, reinforcing India’s broader goals on education, health, nutrition, and child protection. With the ICC’s global network of 110 members and strong public reach, the partnership offers scale, but the challenge lies in ensuring that digital pledges are effectively translated into measurable outcomes on the ground.
Relevant Question for Policy Stakeholders: How can the ICC–UNICEF child-rights partnership be aligned with India’s flagship schemes like Poshan Abhiyaan, Samagra Shiksha, and Khelo India to create a more integrated framework for children’s wellbeing
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