The ICC has been working with UNAIDS since 2003 to address the issue of HIV and AIDS in cricket-playing countries. In 2006 we both joined with UNICEF in the prominent partnership which supports the 'Unite for Children, Unite Against AIDS' campaign.

In 2007 the ICC also began working with the Global Media AIDS Initiative (GMAI) to deliver messages to a regional and global broadcast audience, working alongside the Caribbean Broadcast Media Partnership on HIV/AIDS and the African Broadcast Media Partnership Against HIV/AIDS.

Think Wise During the centenary

the ICC is committed to expanding its social responsibility programme on HIV and AIDS. Over the recent months the partners have agreed to give the initiative fresh branding under the Think Wise strapline to provide renewed impetus and identity for the programme.

Think Wise Summary

By working with our champions and our partners, the Think Wise initiative aims to:
Raise awareness about the AIDS epidemic within the cricket community
Reduce stigma and discrimination surrounding the disease and experienced by those living with and affected by HIV
Help prevent and/or reduce new HIV infection by encouraging healthy decision making through targeted education and outreach


The Think Wise partnership seeks to educate cricket players, coaches, commentators, broadcasters and volunteers about the AIDS epidemic, particularly around prevention, and deliver these messages to fans and the media through major ICC events. The Think Wise initiative has also embarked on piloting community based cricket for development programmes. During 2009 the Think Wise partners will be identifying high risk areas and local organisations which will deliver cricket-based HIV prevention and life skills education, primarily in South Africa, the Caribbean and India.

Think Wise Champions

The following players have agreed to become champions for the Think Wise programme: Nathan Bracken, Australia Isa Guha, England Virender Sehwag, India Graeme Smith, South Africa Kumar Sungakkara, Sri Lanka Their role will be to act as ambassadors for the programme by doing press interviews, filming PSAs and visiting community projects around ICC events. We will be working with our Think Wise champions for a launch at the start of ICC World Twenty20. In 2010 the ICC will be looking to sign up Think Wise champions from other full members.

Public Service Announcements

ICC have been coordinating the next round of public service announcements with the Think Wise champions. These have been filmed in a more natural and personal style to previous PSAs and will be launched ahead of ICC World Twenty20 and ICC Champions Trophy. Funding Update The ICC's 100,000 USD investment will be used to cover the branding and communications aspect of the programme and also pilot cricket for development projects in high risk areas. As a result of the ICC funding, UNICEF will be investing a further100,000 USD in addition to this, primarily focusing on expanding the cricket for development projects and creating an enduring legacy for the Think Wise initiative. For more information about the ICC's social responsibility programme please contact Chris Hurst ( or Ben Cummings (


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