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50-minutes of children campaign launched

COMMITTED: Tshireletso

50 minutes for children is a UNICEF campaign that calls out to all to dedicate 50 minutes of their time to engage in acts of kindness that directly benefit children other than your own.

Speaking at the launch on Tuesday, UNICEF country representative, Juliana Lindsey said the 50 minutes offers a simple platform for individuals and organizations to do something positive for children. “Through the campaign we aim to inspire, mobilize and share experiences that raise awareness about children throughout Botswana.


She went on to further highlight the importance of investing in the campaign saying; children of this country are like diamonds and the future for tomorrow hence the need to invest in their development.

The campaign is also a platform for the country to share a common vision for children of Botswana, for the next 50 years.

The campaign is in partnership with the Ministry of Local Government and Rural Development.

For her part Assistant Minister Botlogile Tshireletso, alluded to government’s commitment to the protection, welfare and promotion of the rights of children.

This commitment is in the form of the Children’s Act of 2009.

The law advocates that all decisions that are made concerning a child should be in the child’s best interest.

The law is also aligned to the two international instruments on a child’s rights; being the United Nations Convention on the Rights and Welfare (ACRWC) of a child, both of which we ratified in 1995 and 2012 respectively. “The responsibility of children’s welfare is not limited to families and government only. Civil society and the private sector equally have a role,” Tshireletso said.

Speaking to The Voice, Lillian Mocuminyane of UNICEF explained that Botswana’s 50th anniversary presents an opportunity to reflect on the progress made for children’s rights since 1966.

The campaign gives every Motswana in their own communities at their own chosen time to do good.

Elaborating on the mechanics of the campaign, Mocuminyane said the campaign is in two folds; individuals are to pledge their time and resources whilst companies are urged to directly spend 50,000 on children’s needs across the country.

Speaking on behalf of the company, Group Manager Public & Corporate Affairs at Debswana Esther Kanaimba – Senai pledged P50, 000.00.

She also made a personal pledge to spend time with children at SOS village in Tlokweng.

Other pledges were made by Alpha Direct Insurance CEO, Arun Iyer who committed 50,000 pula and a minimum of 50 hours of company paid time for staff to undertake activities dedicated to children’s welfare. “We are proud to be a part of this great initiative and can’t wait to get started doing our small part in making the world a better place,” he said.


Equally motivated to play their part, Yarona FM and Gabzfm pledged airtime to the value of P50,000 each to be used for the campaign.

Tebogo Lebotse Sebego of Mascom Wireless assured of the mobile company’s support for the noble campaign. “We will this year under the 50mins for children, host the CEO’s kids Christmas party to the tune of P50, 000,” she said.

As an avid supporter of programmes geared at children Sebego assured the gathering of her pledge.

Numerous pledges were made from both companies and individuals.

The campaign will be driven through digital media platforms hence the drive to get as many people as possible to pledge and nominate others to do the same.

Anyone can be a part of the campaign by identifying an activity and children’s cause to dedicate their time to.

To learn more about the campaign visit www.unicef.org/botswana