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Brussels, 12 June 2014
EU launches campaign to combat sexual violence against minors during World Cup
A new campaign designed to raise awareness of the sexual exploitation of minors in Brazil during the World Cup was today launched by the European Commission President, José Manuel Barroso.
The ‘Don’t Look Away’ (or “Não Desvie o Olhar” in Portuguese) campaign is being supported by well-known Brazilian footballers, such as Kaká and Juninho Pernambucano, and targets Brazilians and foreigners who are attending the World Cup 2014, raising awareness that sexual exploitation is a crime.
The project involves setting up training seminars for public managers and debates on the subject in each host city of the World Cup matches, as well as increasing support to combat sexual exploitation and making victims aware of their rights. It includes the wide promotion of the 'Call 100' hotline to enable anyone who witnesses the sexual exploitation of minors to report it.
Development Commissioner Andris Piebalgs said: "Brazil has had an incredible story to tell in terms of its development, with around 40 million people being lifted out of poverty in 10 years. Yet some parts of society still don't enjoy the human rights that we take for granted. The EU has worked on key projects to address this in the 12 host cities for the World Cup; such as supporting young people's rights in the favelas of Rio, empowering indigenous communities in Cuiaba, or protecting the poorest workers of São Paulo."
The ‘Don’t Look Away’ international campaign, organised by the EU’s delegation in Brazil, is being run in more than 15 countries with the ECPAT (End Child Prostitution, Pornography and Trafficking) network. The mayors of the 12 World Cup host cities have embraced the campaign, with a view to further improving the protection of children and adolescents, during the 2014 World Cup and other major events, such as the 2016 Olympics, which will also take place in Brazil.
Human rights are one of the main areas of the EU’s work in Brazil. The EU has been running key projects in this area in the 12 host cities of the World Cup.
Between 2007-2013, the European Commission provided €61m in funding to Brazil for EU-Brazil relations (eg trade, human rights, economic and social development and the environment).
Between 2014-2020, the European Commission will provide €7.5m in funding to Brazil for EU-Brazil relations (higher education with Erasmus Mundus and a Sectorial Dialogues project, which includes among other themes, human rights, environment and science and technology).
The new Partnership Instrument (PI), for which projects are under preparation, will also contribute with new resources for cooperation with Brazil in several sectors such as climate change, renewable energy, public diplomacy, and promoting trade and investment, among other areas.
For more information
As part of the World Cup Campaign, a series of factsheets – one for each host city - on the EU’s key human rights projects will be available.
Link to Factsheets:
Five videos, based on projects in the cities which will hold the finals, semi and quarter finals, will also be available at:
Website of the European Commissioner for Development, Andris Piebalgs:
Website of EuropeAid Development and Cooperation DG: