Dubai: The International Cricket Council (ICC) through its 'Cricket for Good initiative, has launched a fundraising campaign to support UNICEF's emergency COVID-19 response in South Asia.

The campaign was launched prior to the inaugural World Test Championship (WTC) final being played between India and New Zealand in Southampton from Friday.

The region has to date recorded more than 30 million COVID-19 cases and over 400,000 deaths. The virus has had a direct impact on children, with many more falling ill than before.

"As part of the campaign, ICC will leverage its audience base on its digital channels to contribute to UNICEF. ICC with UNICEF shall display joint appeals on its digital platforms, LED perimeter boards and replay screens at the venue, for its broadcast audiences to donate directly to UNICEF's donation platform." In-game commentary will also reach out to audiences for their support.

Acting ICC CEO Geoff Allardice said, "By partnering with UNICEF to support their Covid-19 relief work, we can use the global platform provided by the inaugural World Test Championship Final to raise urgent funds that can make a real difference.

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