Reliance Life launches literacy promotion project

February 16th, 2011 - 7:00 pm ICT by IANS  

Sachin Tendulkar New Delhi, Feb 16 (IANS) Reliance Life Insurance Wednesday said it has tied up with the International Cricket Council (ICC) and a global non-profit organisation to promote literacy and gender equality in education and would contribute Rs.25,000 for every six hit during the World Cup. The company, part of Reliance Capital, said that the ‘Boundaries for Books’ initiative will make funds available to Room to Read, a global organisation focussed on developing literacy skills.

“Reliance Life Insurance is delighted to launch the ‘Boundaries for Books’ campaign in association with ICC and Room to Read to hit illiteracy for a six,” Reliance Capitals’s vice chairman Amitabh Jhunjhunwala said.

“Introducing the minds of disadvantaged young children to the enchanting world of books and the learning they will get from that rare experience is a joy and privilege for us,” he added.

This donation to Room to Read will be used towards establishing libraries and providing local language and English books to disadvantaged children across India.

In the 2007 cricket World Cup, 51 matches were played, in which 1,808 fours and 373 sixes were hit. That makes 35 fours and 7 sixes per match.

“Every single six will ensure that at least 30 children get access to fully functional libraries with books and trained teacher, thereby catalysing a long-term revolution amongst young minds that will lead the future of India,” the company, a part of Reliance Anil Dhirubhai Ambani Group, said in a statement.

The announcement, which builds on the ICC’s partnership with Room to Read, was unveiled last week and has received the support of a number of high profile players including Indian captain Mahendra Singh Dhoni, Sachin Tendulkar, Ricky Ponting and Dale Steyn.

Reliance Big FM, with a special ‘Hit illiteracy for a six’ segment, Big Cinema, Big CBS and various other Reliance ADA Group platforms will be used to popularise the campaign.

The public will have the opportunity to contribute to this cause through convenient payment gateways, details of which will be announced shortly.

Prizes for top donors would include invitations to an exclusive Reliance event in Mumbai with cricketers and other prominent personalities, signed memorabilia, photo opportunities and other incentives, the company said.

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