The objective of the assignment was to project sports as a powerful development tool at the community level and generate enthusiasm and awareness of sports as a tool for social inclusion.
Sports and physical education play a crucial role in the all round development of children, adolescents and youth. Special emphasis on broad-basing of sports at the grassroot level and promoting excellence in sports at the national and international levels has been the endeavour of the Government over the years.
UNICEF has been supporting the Ministry of Youth Affairs and Sports for the development and implementation of the Panchayat Yuva Khel aur Krida Abhiyan (PYKKA) which aims at providing basic sports infrastructure and equipment at the Panchayat level and encouraging sports and games in rural areas. PYKKA will help States in promoting sport at the grassroot level. It will also deepen and widen the seedbed of sporting talent, leading to better performances by our sportspersons in national and international events.
The objective of the assignment was to capture the success stories of the PYKKA scheme across the country, with a focus on spreading awareness on the PYKKA programme and the ‘Sport for Development’ concept with special focus on the social inclusion of girls and children with disabilities.
New Concept was engaged by UNICEF to undertake the task of documentation, photography, creative writing, editing and designing the Coffee Table Book.
The book was released on October 4, 2010 by Dr M S Gill, Minister of Youth Affairs and Sports in the presence of Sports Ministers of all countries that participated in the Commonwealth Games 2010 in New Delhi.