UNICEF Regional Goodwill Ambassador for South Asia
Fondly called the “God of Cricket” or “Master Blaster,” Sachin Tendulkar is one of the greatest sportspersons of all time. Whether on or off the pitch, he has always been a bold and passionate advocate for children's rights.
Sachin was appointed as the first UNICEF Regional Goodwill Ambassador for South Asia in 2013. Since then, he has been playing a pivotal role in improving the lives of children in South Asia. His support has contributed towards UNICEF's advocacy for the rights of children and collective action for children.
At present, his collaboration with UNICEF South Asia focuses on:
- Improving the mental and physical well-being of children and youth, especially through sports and recreational activities.
- Strengthening early childhood development programs to provide the best start to life for every child.
- Ensuring children and families in South Asia have access to lifesaving health and nutrition services, quality education services, clean water and hygienic and safe environments to grow up in.
Sachin was previously the Goodwill Ambassador for UNICEF India. He was also a Member of Parliament in India. He remains involved in numerous social initiatives within India and across the region through UNICEF and through the Sachin Tendulkar Foundation.
In 2018, Sachin Tendulkar visited Bhutan to support UNICEF’s Hand Washing Initiative. While in the country, he met with Bhutan's national cricket team, school children and the then Interim Prime Minister of Bhutan, Dasho Tshering Wangchuk.
Sachin Tendulkar led the Swachh Bharat campaign for UNICEF in India. The campaign cut across urban and rural communities, class, gender, age and religion to encourage everyone in India to use proper toilets.
In 2016, India's Ministry of Drinking Water and Sanitation, in association with UNICEF, organized an interactive session between Swachh Bharat Champions Collectors across 22 States and Swachh Bharat ambassador Sachin Tendulkar. The event celebrated and honoured the advances made in improving rural sanitation and achieving the Open Defecation Free status.
In 2016, the International Cricket Council launched the Cricket for Good and Team Swachh campaign in partnership with UNICEF and the Board of Control for Cricket in India. The campaign sparked a social movement to end open defecation in India by calling upon all to work in unison towards a common goal of ensuring everyone uses a toilet.
Sachin Tendulkar joined UNICEF's World Children's Day commemorations to advocate for children's rights.
On the occasion of World Children's Day 2018, Sachin joined India's Special Olympics athletes for an exhibition football match to help advance UNICEF's call to ensure schools continue to provide supportive environments for all children to learn and thrive.
Sachin Tendulkar played cricket with young Special Olympics athletes on the occasion of World Children's Day 2017. The game highlighted the important role sports play in bringing children together irrespective of gender, caste or creed and giving all children a platform to express themselves.
In 2019, Sachin Tendulkar visited Nepal to support UNICEF Nepal's 'Bat for Brain Development' campaign. During his visit, he visited UNICEF program sites and also played cricket with the women’s cricket team.
At the event marking the 30th anniversary of the ratification of the Convention on the Rights of the Child, Sachin Tendulkar urged parents and caregivers to support children in achieving their dreams.
"Don’t clip their wings, let them fly,
better understand what kids’ strengths are while having a good time with them."
In 2023, Sachin Tendulkar met with children and parents impacted by the COVID-pandemic and the 2022 economic crisis. He helped serve nutritious food to children at a pre-school and joined a cricket game with the senior school girls and boys.
Ahead of Global Handwashing Day in 2015, Sachin Tendulkar visited Sri Lanka to promote a "WASH in school" campaign to bring down the death toll from poor hygiene and sanitation. He showed children how to wash their hands before meals and played cricket games with students in school.
1,600 children dying every day because of diarrhoeal diseases in 2015 is unacceptable. We need to make an effort to change this, and it is not a big ask. All you need to do is washing hands.
Maria and Anshu, who fought against all odds to pursue their love for football, share their stories of struggles, success and perseverance with Sachin.
Washing hands often for at least 20 seconds is one of the best ways to protect children from life-threatening diseases. Sachin Tendulkar shows how it’s done correctly!
"There are so many issues teenagers have to deal with all at once. They need you by their side." Sachin Tendulkar shares a word of advice for all parents.
Sachin Tendulkar in conversation with Dr. Simin Irani about tips new parents can follow while taking care of their newborn.
On the occasion of World Children's Day 2020, Sachin Tendulkar and two inspiring youths from South Asia - Hinna and Riya - talk about their life goals, favourite sports and the importance of handwashing.
Sachin Tendulkar urges governments and businesses to work together to ensure young people have access to quality education and skills to be able to land better jobs and build a prosperous future for themselves and their families.
Sachin Tendulkar talks about the role sports play to benefit the physical and emotional growth of every child.
In 1989, world leaders came together to sign the Convention on the Rights of the Child. Sachin Tendulkar joins the growing chorus of calls for urgent measures to safeguard these fundamental rights promised three decades ago.