On eve of Cricket World Cup, Jamaican reggae star Jimmy Cliff joins AIDS campaign

© UNICEF/ HQ07-0031/Markisz

Jamaican reggae music icon Jimmy Cliff records a public service announcement in support of the global Unite for Children. Unite against AIDS campaign.

By Anwulika Okafor

NEW YORK, USA, February 2007 – On the eve of the ICC Cricket World Cup 2007, reggae legend Jimmy Cliff has signed on to lend his voice to UNICEF’s Unite for Children. Unite against AIDS campaign.

“It’s important for me to get involved in this campaign because I love children all over the world and ignorance is killing a lot of our children.” Mr. Cliff said.

No stranger to humanitarian causes, Mr. Cliff himself experienced firsthand the devastating effects that HIV/AIDS can have on a family when a fellow musician he knew passed away from complications due to AIDS, leaving behind several young children without a father.

Speaking out with a purpose

Launched in October of 2005, the global campaign on AIDS and young people has brought together child advocates, world leaders, celebrities, non-governmental organizations and many others, all committed to halting the spread of HIV/AIDS and supporting the millions of young people affected by the pandemic.

Mr. Cliff and the International Cricket Council are among the newest partners to come on board.

“I have a voice that people listen to,” said Mr. Cliff. “And so I think I ought to use it for the goal of something that I believe in.”

The reggae star is featured in a public service announcement series that will be offered to broadcasters throughout the Caribbean – which also happens to be the region hosting this year’s ICC Cricket World Cup. The PSAs are part of an effort to spread key messages about the importance of education, cooperation and respect in attaining an AIDS-free world for future generations.