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Virat Kohli Appeals Fans to “Hit Illiteracy for a Six”
Indian batsman features in a Public Service Announcement that has been produced by ESPN STAR Sports, the ICC’s broadcast partner
19 September 2012 - 10:11am IST
Indian cricket star, Virat Kohli, has lent his voice and personality to support the International Cricket Council’s partnership with Room to Read, a global non-profit organization that aims to promote literacy and gender equality in education across Asian and African countries. Virat features in a Public Service Announcement that has been produced by ESPN STAR Sports, the ICC’s broadcast partner.
In this announcement, Virat makes a heartfelt appeal to his fans to “hit illiteracy for a six” and provide support towards the education of millions of children in India. Today, more than 35% of the world’s illiterate population lives in India, and there is hope that this unique appeal will help raise awareness for educational initiatives that Room to Read has been implementing in India since 2003.
Virat Kohli has taken a stand for literacy as the brand ambassador for Room to Read and has made a series of appearances on behalf of the organization. He also stars in a children’s book that has been published by Room to Read in partnership with the International Cricket Council. Titled Virat ki Paari (in Hindi) and Virat Veeraviharam (in Telugu), which means Virat’s Inning in English, the book will be published in Hindi and Telugu with the vision to inculcate the love of reading amongst the next generation of learners.
Says Jon Beaulieu, Asia Regional Director for Room to Read, “793 million people across the globe lack the ability to read and write. That includes every medicine bottle, employment ad and ballot form they encounter. Of all the illiterate people in the world today, two-thirds are female and over 90 percent live in developing countries. We are honored that ESPN STAR Sports and ICC have produced this PSA to help us further our mission of reaching more than 10 million children by the end of 2015. Their collective support will solidify the position of Room to Read as a key voice advocating for children’s education across cricket playing nations in the years to come.”
Peter Hutton, Managing Director, ESPN STAR Sports, said, “I'm delighted that we can help this excellent initiative. For children to learn the value of reading from their role models is a great opportunity that is important for us to support."
ICC Chief Executive David Richardson said: “The ICC and ESPN STAR Sports have joined forces with Room to Read to support an extremely noble cause and we are delighted with the involvement of the players in this initiative.”
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