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Sony Europe launches “Siyakhona” - Global development project enables social change by bringing technology, training and football together

Press release   •   Apr 07, 2010 19:03 BST

  • Young people from disadvantaged communities around the world given digital media training and equipment from local Sony offices
  • They will be equipped with photography, reporting and documentary skills to enhance their chances of employment
  • Digital media training hubs created in Alexandra and Khayelitsha townships in South Africa

Siyakhona meaning ‘We Can Do It’ aims to empower young people from disadvantaged communities around the world with training and technology to help their future prospects through the collaborative sprit of football. This is part of Sony’s wider global CSR programme that aims to use its expertise and technology for the benefit of local communities around the world.

As the World Cup approaches in South Africa, Sony and FIFA launch Siyakhona ahead of the Football for Hope Festival 2010 in Alexandra, South Africa.

Young people attending the festival from 40 countries around the world including: Argentina, Australia, Nigeria, France, and the UK; have been given Sony photography equipment and training in advance. Not only will they learn valuable skills but they will get to document the story of their journey to the Football for Hope Festival in South Africa and beyond.  

Additionally, twelve young people from disadvantaged South African communities will be provided with Sony professional video equipment and training in all areas of digital film production. Two media ‘hubs’ will be created, one at the site of the Football for Hope Festival in Alexandra and one at the first Football for Hope Centre in Khayelitsha, Cape Town.

Aged between 20 – 31, the video trainees are young men and women, such as Ntombi Nongauza, 30 from Khayelitsha, who says: “I want to discover the stories of people in poor communities like the one I come from. There are many issues facing our communities, like drugs, HIV/Aids and shortage of housing and these stories need to be told.”

Two media ‘hubs’ will be created, one at the site of the Football for Hope Festival in Alexandra and one at the first Football for Hope Centre in Khayelitsha, Cape Town.

 “We want to share our expertise from Sony to enable disadvantaged communities develop sustainable skills in media and technology through the medium of football. By equipping these young people with new skills we hope to enhance their prospects for a better future”, says Roy White, VP Human Resources, Sony Europe.

The Football for Hope Festival 2010 is part of The Football for Hope movement established by FIFA and streetfootballworld² with a mission to increase the impact of football as a tool for social development.

We’re delighted to partner with Sony and form the Siyakhona project. We are passionate about using football as a tool for social development and hope that many disadvantaged young people from around the world will benefit from this initiative”, says Federico Addiechi, FIFA Head of Corporate Social Responsibility.

Siyakhona’s digital media hubs in Alexandra and Khayelitsha are supported by Hillside Digital, a local organisation that educates young people in media and journalism. Siyakhona plans to establish more hubs at other Football for Hope Centres. ’20 Centres for 2010’ is the official campaign of the 2010 FIFA World Cup and aims to build 20 centres for education, public health and football across the African continent.