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The 1 in 11 campaign presented by president Bartomeu on Friday in New York was also promoted on Sunday evening at the Camp Nou in association with the Barça v Atlético match.
In the build-up to the game, the first team players and a group of children appeared with a promotional banner. At half-time, the official ‘1 in 11 video featuring Leo Messi and Serena Williams was shown, in which the two sports stars call on people’s support for this project to improve access to education for children in Bangladesh, Indonesia and Nepal. The video was also broadcast exclusively by the Bein Sports channel at half-time in its coverage of the game, thus taking the initiative to a global audience.
Fund-raising auction and individual donations
The ‘1 in 11’ project plans to raise funds from personal donations made to the www.1in11.org website and a major art auction held by London firm on Thursday 12 February in the British capital. Items will be auctioned by such internationally renowned artists as Takashi Murakami, Damien Hirst, Jeff Koons, Richard Serra and Shirin Neshat. Hirst and Murakami have both created special artworks for the occasion showing FC Barcelona player Leo Messi, UNICEF Goodwill Ambassador and president of the Leo Messi Foundation.
Messi, along with fellow UNICEF Goodwill Ambassador and international tennis champion Serena Williams, have offered their images and skills to this project. As well as appearing in the official video, the two sports stars are taking part in the ‘Keep Ups’ challenge that involves keeping a ball in the air for at least eleven touches. Messi and Williams are inviting their followers to join them in supporting the campaign by doing the same on social networkls (#1in11) and at www.1in11.org.