Aiming to tap the huge fan base of cricket in India, Unicef in partnership with the International Cricket Council (ICC) and Board of Control for Cricket in India (BCCI) on Tuesday launched a sanitation programme 'Team Swachh' - - to drive home the message that everyone should use toilet.
The initiative brings together cricketers, school children, government, developments partners as well as the media.
"Here in India, we are using the incredible power of cricket which every single person I have met here absolutely loves and through that we want to push the messages of sanitation or the uses of toilet to the people specially the children, " ICC spokesperon Raymond Palmer told mediapersons.
Team Swachh is being rolled out in all the cities hosting the World twenty20. The launch would be followed by several events and field activities ahead of and during the World T20.
Along with cricketing legend Sachin Tendulkar, who is the official brand ambassador of the campaign, Yuvraj Singh, Rishi Dhawan and Manoj Tewari are associated with the initiative.
The Team Swachh partnerhip is a five - year programme to be carried out jointly by Unicef and ICC.
The Team would host an event at the Eden Gardens on Wednesday where Bengal team captain Manoj Tewari and 20 children would be present.