Three footballers speak for World Vision:
It's not a game!

Normally aid organisations would never think about reporting about their concerns in summer. Why would they? While we collectively give ourselves time off from certain issues and, in shorts and t-shirts, chase after frisbees and leather balls. That is taking place at the very highest level this year as the FIFA Women's World Cup is held in Germany.

In parallel, World Vision will probably be the only aid organisation asking its target group to take its eyes off the football to direct its gaze towards another more important playing field. Three key players are enforcing this message: across the different media, Lira, Anja and Cacau talk about their past and ask for help for small children in difficult situations. The images in the "It's not a game" campaign show children being helped to turn a corner in by sponsorship. The campaign is being run alongside the FIFA Women's World Cup in all German cities on City Light posters and in inserts in a number of TV, lifestyle and sports magazines. Online Cacau, Lira and Anja make their appeals in brief clips and give extensive exclusive interviews about their own lives.

For more information visit www.das-ist-kein-spiel.de.