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Botswana, 24 June 2016: 50 Minutes for Children campaign launched

© UNICEF Botswana/2016
Representative Ms Julianna Lindsey welcoming guest to the launch.

Gaborone, 24 June 2016, UNICEF in partnership with Local Government and Rural Development launched a campaign called “50 minutes for children” on June 21, 2016. The concept of 50 minutes is derived from the 50th Independence Anniversary of Botswana, this year. The campaign asks for .The campaign calls out to individuals and various stakeholders to spend a minute a year, since 1966 making a positive impact on children’s lives.

Speaking at the launch, UNICEF country representative, Ms Juliana Lindsey said the 50 minutes offers a platform for individuals and organizations to share a common vision for children of Botswana, for the next 50 years. “Through the campaign we aim to inspire, mobilize and share experiences that raise awareness about children throughout Botswana.

She went on to further highlight the importance of investing in the campaign saying; “children of this country are like diamonds and the future for tomorrow hence the need to invest in their development”.

When launching the campaign, Assistant Minister of Local Government and Rural Development, Ms Botlogile Tshireletso, implored the society to make a difference by contributing 50 minutes towards the good will of children.

"As we will be celebrating 50 years of independence this year, it is an opportunity for us to ensure that all children continue to gain access to their fundamental rights of health, education, protection and participation," she said.

Ms Tshireletso encouraged the private sector to spend P50 000 on children's needs across the country, adding that this would be P1 000 per year from 1966 to 2016.

Several corporate entities and companies attending the launch responded to the Minister’s call and made pledges. The Diamond Mining Company, Debswana pledged Pula 50,000 to a children’s organization and staff time to undertake#50forchildren;The Botswana Association of Local Authorities will include the campaign in its early July annual meeting – a great way to spread the word throughout the country; Mascom (local version of MTN) pledged an event for children; Atlas Insurance pledged Pula 50,000 to a children’s organization and staff time to undertake #50forchildren; Radio stations pledged free airtime and Newspapers pledged free ad space. Numerous pledges were made from individuals.

The campaign will be driven through digital media platforms through the act, share and nominate strategy.




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