Tim Howard, nouvel ambassadeur Western Union

Tim Howard, le gardien de but de l’équipe des États-Unis et d’Everton fait cause commune avec Western Union, partenaire mondial de l’UEFA Europa League, en tant que « PASS Master » – et appelle les fans à se replonger dans leur enfance et à partager les photos de leurs activités sportives de l’époque, dans le cadre de l’activation de la marque.

Chaque photo les montrant pratiquant un sport à cette époque et partagée sur Facebook ou Twitter, avec le hashtag #PassForSchool, avant la fin de la journée du vendredi 21 novembre 2014, ajoutera automatiquement une passe au compteur du projet PASS de Western Union (www.wu-pass.org). En collaboration avec l’UNICEF, la campagne convertit chaque passe en financement pour l’amélioration de l’enseignement secondaire pour les enfants défavorisés à travers le monde et développe la sensibilisation aux enjeux de l’éducation dans le monde. Tous les fans éligibles qui apportent leur contribution à l’initiative PASS en téléchargeant une photo avec la mention #PassForSchool auront également une chance de gagner un pack VIP pour l’un des matchs de l’UEFA Europa League de leur choix pendant la phase finale de la compétition, y compris pour la finale de l’UEFA Europa League 2015, qui aura lieu à Varsovie le 27 mai 2015.

La campagne #PassForSchool démarre par l’appel chargé d’émotion du « PASS Master » Tim Howard, exhortant les fans à partager les photos sportives de leur enfance, dans l’équipe de foot de l’école ou à l’association sportive locale, aux côtés de ses vieilles photos le montrant jouant au football. Toutes les photos pourront être visualisées sur www.wu-pass.org/passforschool. « Je soutiens à fond ce que Western Union fait avec PASS et #PassForSchool est vraiment une idée sympa pour impliquer les fans mais aussi pour rappeler à tout le monde comment les fonds soutiennent une meilleure éducation pour les enfants autour du monde », déclare Howard, dont la carrière a démarré comme milieu de terrain pour l’équipe de son école à la Montclair Kimberly Academy dans le New Jersey aux États-Unis.

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Toutes les passes réussies au cours des phases de groupes et des phases finales de l’UEFA Europa League 2012/13 et 2013/14 ont été transformées grâce au projet PASS en autant d’opportunités d’un enseignement meilleur pour des jeunes, dans le cadre de l’engagement de cette entreprise mondiale de solutions de paiement d’offrir un million de journées d’école pendant les trois années où elle sera sponsor de la compétition.

« Transférer de l’argent pour améliorer les choses est notre raison d’être et l’attention que nous portons à l’éducation en fait partie », explique Marc Audrit, Chef de Marque chez Western Union.  « Les joueurs et tous ceux qui s’intéressent au football en général ont apporté leur soutien total au projet PASS au cours des deux dernières saisons et cette année nous avons voulu donner la possibilité aux fans de jouer un rôle plus actif. »  « Pour de nombreux fans, se revoir en photo jouant au football ou à d’autres sports pendant leur scolarité est une manière très positive de se rappeler les opportunités dont ils ont pu bénéficier à l’école. Le sport joue aussi un rôle très important dans de nombreuses communautés à travers le monde et nous invitons les fans de tous les sports à offrir une passe en partageant des photos de leur jeunesse. »

PASS a déjà reçu des soutiens de poids dans le monde du football. Patrick Vieira a inauguré le projet au début de la saison 2012/13 de l’UEFA Europa League et s’est rendu dernièrement au Sénégal, où il est né, avec Western Union et l’UNICEF immédiatement après la finale de l’UEFA Europa League en mai 2014. Le soutien de Western Union aide UNICEF à mettre en place des programmes éducatifs à travers le monde. Patrick a eu l’opportunité de constater par lui-même l’impact des fonds donnés à l’UNICEF par le projet PASS sur la vie des enfants et sur leur capacité à achever leurs études. Le brésilien Roberto Carlos, véritable légende du football, a rencontré quant à lui à Istanbul en février 2014 des étudiants aidés par l’UNICEF et le projet PASS.

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