The 2010 Soccer World Cup: Opportunities to Engage Men and Boys in Advancing Gender Equality

This 52-page report documents the main themes and discussions that emerged from a two-day conference held by Sonke Gender Justice Network, Grassroot Soccer, and the Family Violence Prevention Fund in 2008. The objectives of the conference, held in advance of the 2010 Soccer World Cup (scheduled to take place in South Africa), were to: identify and showcase best practices related to sport and social change; identify existing opportunities to engage with the 2010 World Cup to promote gender equality; build relationships between organisations; identify shared strategies for making use of 2010 to engage men in gender equality; find strategies that link gender equality work for 2010 with the 2014 World Cup in Brazil; and discuss strategies to promote child protection around 2010 and beyond. The report points out that there are many opportunities for the global event to help support gender equality campaigns.

To fulfil these objectives, the conference was divided into five broad themes: identifying the opportunities 2010 provides for ending gender-based violence and engaging men; examining strategies already in place; using media and grassroots approaches to engage men and change social norms; discussing examples from current programmes; and finding strategies to promote gender transformation.

The conference involved presentations from organisations working in the areas of sport and gender equality, as well as small group and plenary discussions around the five themes. Participants identified tools and strategies for making the most of the World Cup in South Africa. Recommendations included:

• inclusion of grassroots organisations, as well as training programmes and assistance in helping communities spread messaging;
• using music, murals, short messaging service (SMSs, or text messages), as well as signage and messaging in high-profile areas such as public transport, stadiums, on flyers, tickets, and athletic clothing; and
• linking existing infrastructure with grassroots off-season and school holiday tournaments, piggy-backing on other sports tournaments (i.e. netball, rugby), as well as music and arts festivals.

Possible advocacy and media campaigns were discussed, with particular issues and focal points identified. According to the report, participants gave the following recommendations:

• Be wary of campaign messages that are too complex and thus become confusing and ineffective.
• Use opportunities such as the Confederations Cup and World Cup final draw.
• Messaging associated with players should not appear cynical, despite the fact that they may not uphold gender-equal values.
• Use all forms of media.
• Look at offering practical services to put the issues on the map - for example, a men's group offering training and assistance with a code of conduct for policing services, a counselling toolkit, childcare services, etc.

The report concludes with the concrete outcomes from the conference, the most significant of which is the formation of a steering committee to define a cohesive strategy, roles and responsibilities of the major partners, and immediate steps required, as well as a secretariat to drive the steering committee's work, maintain momentum, and raise funds.