The campaign, an initiative of the FC Barcelona Foundation, Unicef and Rota, and backed by Leo Messi and Serena Williams as ambassadors, goes viral on social media
The 1 in 11 campaign that was presented on Friday in an event at UNICEF headquarters in New York has received widespread international attention both on social and traditional media.
The video of Leo Messi inviting the fans to participate in the 'keep ups' challenge received 1,964,848 visits on Facebook in the first 36 hours after its release, along with more than 135,000 likes, 3,000 comments and over 7,000 shares. On Twitter, the hashtag '1 in 11' was mentioned 3,000 times.
Video of the campaign to be shown at halftime of FC Barcelona v Atlético Madrid match
The official video of '1 in 11' featuring Leo Messi and Serena Williams, will premier at halftime of the FC Barcelona v Atlético Madrid match. In it, the two athletes make a call for people to join this project which aims to improve access to education for children Bangladesh, Indonesia, and Nepal. The video will also be shown exclusively on Bein Sports during halftime of tonight's broadcast, bringing it global attention.
This will add to the dissemination already made in several media outlets from around the world. The British newspapers Mail on Line and The Daily Mirror showed the video of Leo Messi and Serena Williams encouraging fans to participate.
The Japan Times focuses on Takashi Murakami, the renowned Japanese painter who not only designed the official image of the campaign, but has also donated one of his works to raise money for the project. Along with Murakami, some fifteen renowned international artists including Damien Hirst, Jeff Koons and Richard Serra have contributed to the campaign. These works of art will be auctioned off on February 12 by the prestigious auction house Sotheby's.
Artist Takashi Murakami, one of the campaign's main contributors, was photographed with his fans wearing an FC Barcelona shirt:
The British newspaper The Guardian focuses specifically on one of Hirst's works of art: his portrait of Leo Messi. Other media outlets from around the world have echoed the news including the Gulf Times, France Press, the lnternational Business Times, and the Jakarta Post, among others.
FC Barcelona president Josep Maria Bartomeu used his stay in New York to give interviews to the international media to talk about this charitable project which is being driven by the FC Barcelona Foundation, as well as other Club news. Bartomeu was interviewed by Univision Deportes, global sports channel Bein Sports, ESPN, and The Wall Street Journal, one of the world's major economic newspapers.