Serena Williams fronts new charity campaign '1 in 11'

Wednesday January 14, 2015

International sports stars and artists including Serena Williams have lined up for a new UNICEF campagin to extend educational opportunities to marginalised children in Bangladesh, Indonesia and Nepal, with the goal of expanding to more countries.

The '1 in 11' campaign will raise funds through individual donations and a major art auction at Sotheby's in London on 12 February, featuring donated works by renowned artists including Takashi Murakami, Damien Hirst, Jeff Koons, Richard Serra and Shirin Neshat.

Lending their voices, and their athletic ability, to '1 in 11', Lionel Messi and international tennis champion and UNICEF Goodwill Ambassador Serena have launched the 'Keep Ups' challenge – challenging people to keep a ball up in the air for at least eleven touches.

"In many countries we take it for granted that every child has the right to receive a quality education, but '1 in 11' children around the world do not enjoy that right – and without it, may never reach their full potential," said Serena.

Through the 'Keep Ups' challenge, the pair are inviting their fans and followers to join, donate to the campaign and share their own 'Keep Ups' via social media and at

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