An initiative by the Football Association of Malawi (FAM) to raise money and support a particular cause, dubbed Ecobank Charity Shield, has been recognised as the best Social Marketing Initiative of the Year 2019 by the Chartered Institute of Marketers (CIM).
CIM held a Marketing Excellence Awards gala at Amaryllis Hotel in Blantyre on Saturday evening.
Through the initiative, which was sponsored by Ecobank beginning this year, FAM raised cash which was used to buy a vehicle for the Association of Persons with Albinism in Malawi (APAM) to help in the fight against the discrimination, abductions and killings of people with albinism in the country.
Under the theme “One Love Stop the Killings”, the association held a two-day football tournament involving four teams, Nyasa Big Bullets, Be Forward Wanderers, Blue Eagles and Masters Security at Kamuzu Stadium earlier this year.
In his reaction posted on FAM Facebook page, the association’s president, Walter Nyamilandu has described the award as a life-changing moment and game changer.
“The award is also a sign that the brand of football is gaining prominence as we have been building it through various initiatives such as the Charity Shield. Great strides have been made to commercialise the game and to be relevant to the community in which we operate through our corporate social responsibility activities. Being recognized by CIM is no mean feat. It shows that FAM has made a big impact in lifting the lives of the under privileged and the disadvantaged through the Charity Shield,” he said.
Since the Charity Shield’s inception, Fam has donated various items at Kamuzu Hospital, Ekwendeni School for the Blind, Kachere Rehabilitation Centre and APAM.