In an effort to protect the rights and livelihood of children in South Africa, UNICEF partnered with the South African Department of Education to create a sports program that will reinvigorate ailing life skills curricula, mobilize communities to support and protect their children, and decrease the incidence of substance abuse, teen pregnancy, violence, and HIV/AIDS transmission. Capitalizing on the FIFA Soccer World Cup tournament in 2010, UNICEF used the excitement surrounding the games to launch its Sports for Development Program in South Africa.
Pilot programs using the International Coaches Guide were held in every one of the nine South African provinces. Although the pilot initially aimed to reach 45 schools, it was so well received during inter-school tournaments that a total of 126 schools and 5,000 students gained exposure to the CBIM message.
