Friday Jan 17, 2025
Friday Jan 17, 2025
Wednesday, 9 February 2011 00:01 - - {{hitsCtrl.values.hits}}
OBTAINING funds for flood relief is a massive challenge that Sri Lanka is facing at present. The UN has estimated that as much as US$ 51 million is needed to provide assistance for the 1.2 million people displaced by the weather for the next six months. This gives an idea of how grave the issue is and what level of dedication will be needed to obtain such a large amount of funds.
Under these circumstances, the President’s order that money allocated for concerts to promote the World Cup in Kandy and Hambantota be used for flood relief instead is a laudable measure. However, it is clear that much more needs to be done to come anywhere near the daunting target of US$ 51 million. The UN has already stated that this appeal seeks US$ 51 million dollars to enable international partners to support the Government in addressing the needs of more than one million flood-affected people over the next six months.
One trump card that Sri Lanka can play is the World Cup. While organisers are trying to draw crowds to matches and foster enthusiasm, the same infrastructure can inspire people to donate more freely to the flood victims. Sports events have been used with much success around the world to gather funds and create awareness of natural catastrophes and Sri Lanka matches the bill perfectly.
As an event, the World Cup is perfect for purposes tied in with patriotism. Care for Sri Lanka should be at the forefront and concern for thousands of people displaced by the floods a perfect way to give a humane touch to the much-anticipated event. Unfortunately, so far little has been done to use this mega event to give focus to the biggest need of Sri Lanka.
It is well known that natural disasters gain funds only so long as they stay within the glare of the media. The 2004 tsunami was a perfect example of this. No matter how devastated a region is, the world does not stop to take care of only that and make sure that the people are nursed back to normalcy. New disasters make headlines everyday and once the media attention shifts, so do the funds. As monetary assistance drains away, Sri Lanka will find it harder to obtain the much-needed attention to draw focus to the suffering.
These are all points that the World Cup publicity juggernaut can help with. The Sports Ministry and Cricket Board as well as private sponsors can make public appeals for funds. The mirage that Sri Lanka is a trouble free paradise for cricket lovers is a frivolous and untrue one to maintain, especially in the face of such suffering. Tourists, who are posting larger numbers every month, should be encouraged to donate generously to Sri Lanka in its hour of need. Not only would this give funds to the displaced, but it would lessen the burden on the Government and give momentum to the publicity machine as a whole.
Sadly, prominent sportsmen, politicians, celebrities, et al who are vociferously promoting the World Cup have not noticed the suffering behind the numbers. The tears of over one million people can wash away any joy the World Cup can bring to an aching country, but whether the hearts of its countrymen will notice remains to be seen.
