The idea: International children’s programme, which makes a real difference to young lives, promoting the key values, relevant for any society, via children, who act as key speakers of the initiative.

The base: football as the most popular game in the world, interesting and simple for children in any country.

The solution: the International Children’s Social FOOTBALL FOR FRIENDSHIP program that involves young football players from the best youth football clubs around the globe who become ambassadors of the program to learn and promote basic human values among other children.

Key tools: children as major speakers, a system of ambassador support, a mechanism of transforming a program into the movement by multiplicativity, media relations, sport-oriented events, a program symbol, and a program award.

Participants: young football players (boys and girls), professional and young journalists, children with special needs, celebrities, sports organizations. Global ambassador: Franz Beckenbauer, the worldwide football legend.

Each season of the programme starts in March and finishes in June. Annually the international working group is created with branches in each participating country to implement the program. All branches are globally coordinated from Moscow, Russia.

During each season of the programme both national and international events are being held in participating countries. The International Day of Football and Friendship is celebrated on April 25 in all participating countries. Local celebrities, authorities and media are taking part in it together with main participants – children.

The key international event of each season is being held at the same time and place as the UEFA Champions League Final. In 2013, the First International Children’s F4F Forum took place on May 25, in London, UK. In 2014, the Forum was held on May 24, in Lisbon, Portugal, and in 2015 – on June 6, in Berlin, Germany.

The steadily evolving International Children’s Social FOOFTALL FOR FRIENDSHIP program was developed that allows children enter into the spirit of international friendship in a natural and non-moralizing way.

For 3 years young football players presenting 75 football clubs from 26 countries of Europe and Asia have taken part in the International Children’s Social FOOTBALL FOR FRIENDSHIP program.

The program annually involves about 1000 professional journalists from all participating countries and for 3 years about 10 000 news items (print, TV, radio, online) on a non-paid basis about the program, its values and events have been initiated in global and national media in 26 countries.

For 3 years over 150 media events have been initiated and organized as well as 100 public events including TV shows, radio marathons, friendly matches, master classes involving children, football stars, representatives of football organizations and local authorities, sports journalists.