Speaking at the launch, Richardson said, “We are committed to working with UNICEF on initiatives that will improve the health, education, nutrition, protection and sanitation of children.”

“There will also be cricket-based hygiene and sanitation games to engage with school children,” he added.

The objective of the collaboration is to improve sanitation in the country. With as many as 564 million people still defecating in open, diseases like diarrhoea have become a common occurrence.

Expressing his concern on the issue, Sachin Tendulkar said, “Ending open defecation takes a genuine team effort and this is one match we cannot afford to lose”.

He asked media to realize its potential of making a message reach every nook and corner of the nation and bring about a positive change. He also stressed on 3Cs of Swachh campaign, which are: Reaching 'C'hildren through 'C'ricket to bring a 'C'hange in sanitation behavior.

To make the event even more special, Sachin played cricket with children of a local NGO named Nine is Mine. While the match was in progress he was also asked questions on sanitation which he answered with utmost dedication.

Other collaborators include BCCI and ICC Twenty20 World Cup.

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