Disadvantaged communities from all over the world will now benefit from training in the digital media field of activity and dedicated equipment from Sony offices across the world. The young video trainees will learn photography, reporting and documenting in order to find better jobs for a more secure future.

This is all done in collaboration with Streetfootballworld and NGO, which has the sole purpose of making a difference regarding education and children's rights in disadvantaged communities, through the king sport. This is how project Siyakhona (We can do it) makes itself popular around the world and in its areas of activity.

“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.

Because of the upcoming Football World Cup in summer this year, FIFA has gotten involved in this social project that Sony recently announced and so the two major corporations have managed to organize the Football for Hope Festival 2010 in Alexandra. The participants at this festival are from 40 countries around the world and will come to South Africa where they will get to document their journey from their home country to South Africa. This is all done with the help of Sony professional training and equipment previously provided.

“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,” states Federico Addiechi, FIFA Head of Corporate Social Responsibility.

Two training hubs will be established by Sony in the South African towns of Alexandra and Khayelitsha, where the 12 young trainees will be able to test their newly developed skills and share stories.


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