Sports Cause Marketing: How to Support Sports Causes and Sports Development

1. Understanding Sports Cause Marketing

1. The Athlete's Role: Beyond the Game

- Athletes have become influential figures both on and off the field. Their endorsement deals and sponsorships extend beyond mere product placements; they now actively engage in cause-related marketing. By associating themselves with specific causes, athletes can leverage their fame to raise awareness and drive positive change.

- Example: Serena Williams has been an advocate for gender equality and equal pay. Her partnership with organizations like UNICEF and Breast Cancer Research Foundation amplifies these causes globally.

2. Sports Organizations and Their Impact

- Sports teams, leagues, and governing bodies recognize their social responsibility. They understand that their fan base provides a unique platform to promote social causes. By integrating cause marketing into their operations, they can foster goodwill and loyalty among fans.

- Example: The NFL's Crucial Catch campaign raises awareness about cancer prevention. During October (Breast Cancer Awareness Month), players wear pink gear, and the league donates to cancer research organizations.

3. Corporate Partnerships: Aligning Brands with Causes

- Corporations sponsor sports events and teams to enhance their brand image. Cause marketing allows them to connect with consumers on a deeper level. When a brand supports a cause, it resonates with fans who share similar values.

- Example: Nike collaborates with athletes like LeBron James to promote education and youth empowerment. Their "Equality" campaign emphasizes social justice and inclusion.

4. Fan engagement and Social impact

- Fans are the lifeblood of sports. Engaging them in cause marketing initiatives creates a sense of community and purpose. Whether through charity runs, auctions, or awareness campaigns, fans become active participants in driving change.

- Example: Manchester United partners with the Manchester United Foundation to improve the lives of young people. Their programs focus on education, employability, and health.

5. Measuring Impact: Metrics That Matter

- Effective cause marketing requires measurement. Metrics such as reach, engagement, and funds raised help evaluate success. Brands and organizations must track how their efforts translate into tangible outcomes for the cause.

- Example: ice Bucket challenge for ALS (Amyotrophic Lateral Sclerosis) went viral on social media. It raised millions of dollars for research and increased awareness about the disease.

6. challenges and Ethical considerations

- While cause marketing is powerful, it's essential to avoid "causewashing." Brands must genuinely commit to the cause rather than using it as a marketing ploy. Transparency and authenticity matter.

- Example: Pepsi's Kendall Jenner Ad faced backlash for trivializing social justice movements. It highlighted the importance of aligning marketing efforts with genuine intentions.

Sports cause marketing bridges the gap between athletic prowess and social impact. When executed thoughtfully, it creates a positive ripple effect, benefiting athletes, organizations, fans, and, most importantly, the causes they champion.

2. The Impact of Sports Causes

1. Health and Well-being:

- Physical Fitness: Sports encourage physical activity, combat sedentary lifestyles, and contribute to overall fitness. Whether it's a game of soccer, a morning jog, or swimming laps, sports keep us moving.

- Mental Health: Engaging in sports reduces stress, anxiety, and depression. The endorphins released during exercise elevate mood and improve mental well-being.

- Community Health: Sports events often raise awareness about health issues. For instance, marathons supporting cancer research or cycling events promoting heart health.

2. Social Cohesion and Inclusion:

- Team Spirit: Sports foster camaraderie and teamwork. Fans unite, regardless of backgrounds, to support their teams. This sense of belonging strengthens social bonds.

- Inclusivity: Adaptive sports provide opportunities for people with disabilities. Organizations like the Special Olympics promote inclusion and celebrate diversity.

- Gender Equality: Sports can challenge gender stereotypes. Initiatives like Girls on the Run empower young girls through running programs.

3. education and Skill development:

- Life Skills: Sports teach discipline, time management, and resilience. Athletes learn to handle victories and defeats gracefully.

- Leadership: Captains, coaches, and team members develop leadership skills. These qualities extend beyond the field.

- Academic Success: Research shows that students involved in sports tend to perform better academically.

4. Economic Impact:

- Tourism and Revenue: Major sporting events attract tourists, boost local economies, and create jobs. Think of the Olympics, FIFA World Cup, or the Super Bowl.

- Sports Industry: From merchandise sales to broadcasting rights, the sports industry generates substantial revenue. Sponsorships and endorsements also play a significant role.

5. advocacy and Social change:

- Platform for Causes: Athletes often use their fame to advocate for social issues. Colin Kaepernick kneeling during the national anthem to protest racial injustice is a powerful example.

- Sports Diplomacy: International sporting events promote diplomacy and cultural exchange. The Ping Pong Diplomacy between the US and China in the 1970s is legendary.

- Environmental Awareness: Sports organizations increasingly focus on sustainability. The Green Sports Alliance encourages eco-friendly practices.

6. inspiration and Role models:

- Heroes and Icons: Sports stars inspire millions. Their stories of perseverance, overcoming odds, and achieving greatness motivate others.

- Youth Development: Sports provide positive role models for young athletes. Aspiring players look up to their idols and emulate their work ethic.

Examples:

- NBA Cares: The National Basketball Association (NBA) runs community programs, addressing education, health, and youth development.

- Run for Water: Marathons like this raise funds for clean water projects worldwide.

- Paralympics: Adaptive sports showcase incredible abilities and challenge stereotypes.

In summary, sports causes transcend the playing field—they impact health, society, and global issues. Let's continue supporting and leveraging sports for positive change!

3. Choosing the Right Sports Cause

### Understanding the Significance of Sports Causes

Sports causes play a pivotal role in promoting social change, community development, and individual empowerment. Whether it's supporting underprivileged youth, advocating for gender equality in sports, or addressing environmental concerns, the right sports cause can create a positive ripple effect. Let's examine this from different angles:

1. social Impact perspective:

- Why It Matters: Sports causes provide a platform to address pressing social issues. By aligning with a cause, athletes, teams, and organizations can leverage their influence to raise awareness and drive change.

- Example: The NBA Cares program focuses on community outreach, education, and health initiatives. NBA players actively participate in events like building playgrounds, promoting literacy, and supporting disaster relief efforts.

2. Brand Alignment Perspective:

- Why It Matters: Brands often associate themselves with sports causes to enhance their reputation and connect with their target audience. The alignment should be authentic and resonate with the brand's values.

- Example: Nike has consistently supported causes related to sports participation, diversity, and inclusion. Their "Just Do It" campaign encourages people to overcome obstacles and pursue their athletic dreams.

3. Local vs. Global Impact:

- Why It Matters: Choosing between local and global causes depends on the organization's reach and mission. Local causes directly impact the community, while global causes address broader issues.

- Example: The Special Olympics focuses on empowering athletes with intellectual disabilities globally. However, local sports clubs may prioritize neighborhood initiatives like building sports facilities or organizing youth leagues.

4. sustainability and Long-term Commitment:

- Why It Matters: Sustainable impact requires ongoing commitment. Organizations should choose causes they can support consistently over time.

- Example: Laureus Sport for Good Foundation invests in long-term projects that use sports to address social challenges. Their programs span years, ensuring lasting change.

5. Measuring Impact and Transparency:

- Why It Matters: Accountability matters. Organizations must measure the impact of their efforts and communicate results transparently.

- Example: UEFA Foundation for Children collaborates with football clubs and players to fund projects benefiting vulnerable children. They regularly share impact reports to maintain transparency.

6. Inclusivity and Diversity:

- Why It Matters: Sports causes should be inclusive, embracing diversity in all forms. Representation matters, both on and off the field.

- Example: You Can Play advocates for LGBTQ+ inclusion in sports. Their campaigns encourage acceptance and respect across all sports disciplines.

7. Leveraging Sporting Events:

- Why It Matters: Major sporting events provide a global stage. Causes can leverage these events to amplify their message.

- Example: During the FIFA World Cup, campaigns like Common Goal encourage footballers to pledge a percentage of their salaries to support social projects worldwide.

Remember, choosing the right sports cause involves thoughtful consideration, alignment with values, and a genuine desire to make a difference. Whether you're an athlete, a fan, or a brand, your support matters. Let's champion causes that transform lives through the power of sports!

4. Creating Partnerships with Sports Organizations

Creating partnerships with sports organizations is a multifaceted endeavor that holds immense potential for both the organizations involved and the broader community. In this section, we'll delve into the intricacies of forming such partnerships, drawing insights from various perspectives. Whether you're a nonprofit, a corporate entity, or an individual passionate about sports and social impact, understanding the dynamics of these collaborations is crucial.

## 1. The power of Shared goals

Partnerships thrive when aligned goals intersect. Sports organizations, whether professional leagues, grassroots clubs, or community centers, often have a mission beyond winning games. They aim to promote physical fitness, teamwork, discipline, and community engagement. Similarly, nonprofits and businesses seek to create positive change. By recognizing these shared objectives, partnerships can be forged with a clear purpose.

Example: A local soccer club partners with a youth empowerment nonprofit. Together, they organize soccer clinics for underprivileged children. The club's players serve as mentors, teaching not only soccer skills but also life lessons.

## 2. Leveraging Brand Visibility

Sports organizations enjoy significant visibility—whether through televised matches, social media, or fan engagement. Partnering with them provides exposure to a wide audience. Nonprofits can leverage this visibility to raise awareness about their cause, while businesses can enhance their brand reputation by associating with sports events.

Example: A global sportswear brand sponsors a major marathon. Their logo appears on race bibs, banners, and merchandise. Simultaneously, they donate a portion of profits to a charity supporting youth sports development.

## 3. Tailored Sponsorship Packages

Effective partnerships involve more than just financial transactions. Sports organizations offer various sponsorship opportunities, from jersey branding to stadium naming rights. Nonprofits and businesses should explore tailored packages that align with their values and marketing objectives.

Example: A local brewery sponsors a minor league baseball team. In addition to financial support, they collaborate on themed game nights, where fans can enjoy craft beer while watching the game.

## 4. community Engagement events

Sports events are community magnets. partnerships can create memorable experiences for fans and participants. Consider organizing charity matches, sports clinics, or fan meet-and-greets. These events foster a sense of belonging and allow partners to directly engage with their target audience.

Example: An NBA team hosts an annual "Hoops for Hope" game. Ticket proceeds go to a cancer research foundation. Fans get to watch their favorite players while contributing to a meaningful cause.

## 5. Athlete Ambassadors

Athletes are influential figures. Partnering with them as ambassadors amplifies the impact of social initiatives. Athletes can champion causes, participate in awareness campaigns, and inspire others to get involved.

Example: A tennis superstar becomes an ambassador for a clean water initiative. She donates a portion of her tournament winnings and uses her social media platform to raise awareness about water scarcity.

## 6. Grassroots Development

Collaborating with sports organizations at the grassroots level is essential for sustainable impact. Investing in youth sports programs, infrastructure, and coaching can shape future athletes and active citizens.

Example: A tech company sponsors a coding bootcamp at a local basketball academy. They teach coding skills to aspiring athletes, bridging the gap between sports and technology.

Partnerships with sports organizations transcend mere financial transactions. They create a ripple effect, benefiting players, fans, and the broader community. By embracing shared goals, leveraging visibility, and fostering meaningful engagement, we can harness the transformative power of sports for social good.

5. Fundraising Strategies for Sports Development

## Understanding the Importance of Fundraising in Sports

Before we dive into specific strategies, let's consider why fundraising matters in the context of sports development:

1. Financial Sustainability: Sports programs require resources such as equipment, facilities, coaching staff, and travel expenses. Fundraising ensures that these needs are met consistently.

2. Community Engagement: Fundraising events bring together athletes, supporters, and the local community. They foster a sense of belonging and encourage community members to actively participate in sports-related activities.

3. Investment in Athletes: Funds raised can be used to provide scholarships, training camps, and specialized coaching for talented athletes. This investment contributes to their growth and success.

4. Infrastructure Development: From building sports complexes to maintaining existing facilities, fundraising plays a pivotal role in creating a conducive environment for athletes.

## effective Fundraising strategies

Now, let's explore some tried-and-tested fundraising strategies:

1. Crowdfunding Campaigns:

- Insight: Crowdfunding platforms allow you to reach a wide audience and collect small donations from many supporters.

- Example: A local soccer team launches a crowdfunding campaign to raise funds for new uniforms. They create engaging videos and share them on social media, encouraging fans to contribute.

2. Sponsorship and Partnerships:

- Insight: Partnering with businesses, brands, or local companies can provide financial support in exchange for exposure.

- Example: A marathon event collaborates with a sports drink company. The company sponsors the event and gains visibility through banners, merchandise, and social media mentions.

3. Events and Tournaments:

- Insight: organizing sports events, tournaments, or charity matches can attract participants and spectators, generating revenue.

- Example: A charity golf tournament raises funds by charging entry fees, selling concessions, and hosting a silent auction.

4. Membership Programs:

- Insight: Create membership tiers (e.g., bronze, silver, gold) with varying benefits. Members pay an annual fee to access exclusive perks.

- Example: A tennis club offers different membership levels, including discounted court fees, coaching sessions, and priority court reservations.

5. Merchandise Sales:

- Insight: Design and sell sports-related merchandise (e.g., T-shirts, caps, water bottles) with your team's logo or slogan.

- Example: A gymnastics academy sells leotards and gym bags to parents and supporters during competitions.

6. Grants and Foundations:

- Insight: Research grants and foundations that support sports development. Apply for funding based on your organization's goals.

- Example: A youth basketball league receives a grant from a local foundation to upgrade their basketball court.

7. Legacy Giving and Bequests:

- Insight: Encourage supporters to include your sports organization in their wills or estate plans.

- Example: A retired athlete leaves a portion of their estate to a sports scholarship fund, benefiting future generations.

Remember that a combination of these strategies often yields the best results. Tailor your approach to your specific context, audience, and goals. Whether you're organizing a charity run, seeking sponsorships, or launching an online campaign, the key is to engage your community and convey the impact of their contributions.

Feel free to adapt and expand upon these strategies as needed. Sports development thrives when we come together to support our athletes and promote a healthy, active lifestyle! ️

I've provided an in-depth section on fundraising strategies for sports development, incorporating insights and examples. Let me know if you'd like further details or additional content!

6. Promoting Sports Causes Through Events

Promoting Sports Causes Through Events

Sports events have a unique power to bring people together, ignite passion, and create lasting impact. Whether it's a local charity run, an international marathon, or a high-profile championship, these events provide a platform to raise awareness, funds, and support for various sports causes. Let's explore this topic from different perspectives and uncover effective strategies for promoting sports causes through events.

1. Community Engagement:

- Insight: Sports events serve as rallying points for communities. They bring together athletes, spectators, sponsors, and volunteers, fostering a sense of belonging and shared purpose.

- Example: A neighborhood soccer tournament not only showcases local talent but also raises funds for building sports facilities in underprivileged areas. Participants and spectators become advocates for sports development within their community.

2. Corporate Partnerships:

- Insight: Businesses recognize the value of associating with sports causes. Corporate sponsorships and partnerships can significantly amplify the impact of sports events.

- Example: A multinational company sponsors a major tennis championship, allocating a portion of its marketing budget to support youth tennis programs. The company gains positive brand visibility while contributing to grassroots sports development.

3. Inclusivity and Diversity:

- Insight: Sports events provide opportunities to celebrate diversity and promote inclusivity. By embracing athletes of all backgrounds, we create a more equitable sporting landscape.

- Example: The Paralympics showcase the incredible abilities of athletes with disabilities. These events challenge societal norms and inspire change, emphasizing that sports are for everyone.

4. Fundraising Galas and Auctions:

- Insight: Gala dinners and charity auctions held alongside sports events can generate substantial funds for causes.

- Example: A prestigious golf tournament hosts a black-tie gala, where attendees bid on exclusive sports memorabilia. The proceeds go toward building accessible sports facilities for children with special needs.

5. Awareness Campaigns:

- Insight: Sports events attract media attention. Leveraging this spotlight, organizers can raise awareness about critical issues.

- Example: During a major cycling race, banners and announcements highlight the importance of mental health in sports. Athletes share personal stories, encouraging fans to seek help when needed.

6. youth Development programs:

- Insight: Investing in youth sports pays dividends for the future. Events can fund scholarships, coaching clinics, and talent identification programs.

- Example: A basketball tournament for high school students not only crowns a champion but also scouts potential college athletes. Scholarships are awarded based on both skill and character.

7. Collaboration with NGOs:

- Insight: Non-governmental organizations (NGOs) often work tirelessly to promote sports causes. Events can serve as joint platforms for advocacy.

- Example: A marathon partners with an environmental NGO to raise awareness about climate change. Runners pledge to reduce their carbon footprint, and the event becomes a symbol of environmental consciousness.

8. Legacy Projects:

- Insight: Major sporting events leave a lasting legacy. Organizers can plan infrastructure improvements or educational initiatives.

- Example: The FIFA World Cup in Brazil led to the construction of new stadiums, but it also funded soccer academies in disadvantaged neighborhoods. These academies continue to nurture young talent years after the tournament.

Sports events are not just about competition; they are catalysts for positive change. By strategically aligning them with sports causes, we create a win-win situation: memorable experiences for participants and meaningful impact for society. So, let's lace up our sneakers, rally the community, and champion sports causes through events!

7. Leveraging Athlete Ambassadors

1. The Athlete's Perspective: Passion Beyond the Game

- Athletes are more than just competitors on the field; they are role models, heroes, and symbols of aspiration. Many athletes feel a deep sense of responsibility to give back to society. By aligning with a cause, they can use their platform to amplify messages and inspire action.

- Example: Serena Williams, a tennis legend, actively supports gender equality and education initiatives. Her involvement in campaigns like "Girls Code" encourages young girls to pursue STEM fields.

2. The Brand's Perspective: Authenticity and Impact

- Brands recognize that athlete ambassadors bring authenticity to their cause-related marketing efforts. Fans trust athletes, and their endorsement lends credibility. Brands can tap into this authenticity to create meaningful connections with consumers.

- Example: Nike collaborates with basketball superstar LeBron James for its "Equality" campaign. James advocates for social justice, and his involvement resonates with Nike's commitment to equality.

3. The Cause's Perspective: amplifying Reach and impact

- Athlete ambassadors act as megaphones for causes. Their social media following, interviews, and public appearances provide unparalleled reach. By associating with athletes, causes can amplify their message and engage a wider audience.

- Example: Cristiano Ronaldo, a global football icon, supports UNICEF's "Children's Rights" campaign. His posts on social media reach millions, creating awareness about child protection and education.

4. The Fan's Perspective: Emotional Connection and Inspiration

- Fans idolize athletes and feel emotionally connected to their journey. When an athlete supports a cause, fans are more likely to get involved. The personal connection drives action, whether it's donating, volunteering, or spreading awareness.

- Example: Usain Bolt, the fastest man on Earth, champions environmental causes. His commitment to reforestation projects inspires fans to participate in tree-planting drives.

5. Challenges and Considerations

- Authenticity: Brands and athletes must choose causes that align with their values. Inauthentic partnerships can backfire.

- long-Term commitment: Sustainable impact requires ongoing engagement. Athletes should be committed beyond short-term campaigns.

- Balancing Personal Brand: Athletes need to strike a balance between their personal brand and cause-related work.

- Measuring Impact: Brands and causes should track metrics to assess the effectiveness of athlete ambassador programs.

In summary, athlete ambassadors play a pivotal role in sports cause marketing. Their passion, authenticity, and reach create a powerful synergy that drives positive change. Whether it's fighting for social justice, environmental conservation, or education, athletes are catalysts for a better world.

8. Measuring Success in Sports Cause Marketing

1. Financial Metrics:

- Revenue Generation: The most straightforward measure of success is the financial impact. How much money did the cause-related campaign raise? This includes direct donations, merchandise sales, and sponsorships. For instance, the Livestrong Foundation benefited significantly from its partnership with Nike, resulting in millions of dollars in revenue.

- Return on Investment (ROI): Calculating ROI helps determine whether the resources invested in the campaign yielded positive returns. It considers costs (marketing expenses, event organization, etc.) versus gains (donations, increased sales, etc.). Red Nose Day, an initiative by Comic Relief, exemplifies successful ROI by leveraging humor to raise funds for children in need.

2. social Impact metrics:

- Awareness and Reach: How many people learned about the cause due to the marketing efforts? Metrics like website visits, social media impressions, and media coverage quantify reach. ALS Ice Bucket Challenge went viral, creating massive awareness about amyotrophic lateral sclerosis (ALS).

- Behavioral Change: Did the campaign influence behavior? For instance, campaigns promoting physical activity may track increased gym memberships or participation in charity runs.

- long-Term change: Sustainable impact matters. Did the cause marketing initiative lead to lasting change? Consider the NBA Cares program, which focuses on education, youth, and community development. Its long-term impact lies in empowering underserved communities.

3. Brand Metrics:

- Brand Perception: Successful cause marketing enhances brand perception. Consumers appreciate companies that align with their values. TOMS Shoes, known for its "One for One" model (donating a pair of shoes for every purchase), built a strong brand around social responsibility.

- Brand Loyalty: Did the campaign foster loyalty among existing customers? Brands like P&G (through the "Thank You, Mom" campaign during the Olympics) create emotional connections that endure beyond the event.

- Employee Engagement: Engaged employees contribute to a positive brand image. Companies supporting sports causes often see improved employee morale and retention.

4. Community Metrics:

- Local Impact: Sports cause marketing often targets specific communities. Did the campaign positively affect the local population? Manchester United Foundation, for instance, engages with Manchester's youth through football programs.

- Volunteer Participation: Encouraging fans to volunteer amplifies community impact. The NFL's Huddle for 100 campaign mobilized fans to volunteer for 100 minutes each.

- Legacy and Infrastructure: Some campaigns leave lasting infrastructure (e.g., sports facilities, educational centers). The FIFA Football for Hope initiative builds football pitches in disadvantaged areas worldwide.

Examples:

- Nike's "Believe in Something" Campaign: Featuring Colin Kaepernick, this campaign sparked conversations about racial injustice. While it faced backlash, it resonated with Nike's target audience and led to increased sales.

- Adidas x Parley for the Oceans: By creating shoes from recycled ocean plastic, Adidas combined environmental consciousness with sports. The collaboration raised awareness about marine pollution.

In summary, measuring success in sports cause marketing transcends mere financial gains. It encompasses societal impact, brand equity, and community transformation. Organizations must adopt a holistic approach, recognizing that true success lies in making a difference beyond the balance sheet.

9. Case Studies and Success Stories

1. Nike and Livestrong Foundation: A Marathon of Purpose

- Insight: Nike's collaboration with the Livestrong Foundation exemplifies how a sports brand can leverage its influence to raise awareness and funds for cancer research.

- Story: In 2004, Nike partnered with cyclist Lance Armstrong to launch the iconic yellow Livestrong wristbands. These bands became a global phenomenon, symbolizing hope and solidarity for cancer survivors. Nike donated a portion of the proceeds from each band sale to the foundation. The campaign not only raised millions of dollars but also sparked conversations about cancer prevention and support.

2. NFL's Crucial Catch Campaign: Tackling Cancer Head-On

- Insight: The National Football League (NFL) recognized its unique platform to address critical health issues.

- Story: The NFL's "Crucial Catch" campaign focuses on cancer prevention and early detection. During October (Breast Cancer Awareness Month), players wear pink gear, and stadiums are adorned with pink ribbons. The league collaborates with organizations like the American Cancer Society to provide screenings and education. The impact extends beyond the field, as fans and players alike engage in conversations about cancer prevention.

3. UEFA's Respect Campaign: Fair Play Beyond the Game

- Insight: Soccer (football) transcends boundaries and has immense social influence.

- Story: UEFA's "Respect" campaign promotes fair play, tolerance, and inclusion. From grassroots to professional matches, players, coaches, and fans are encouraged to treat each other with respect. The campaign emphasizes values such as anti-racism, gender equality, and acceptance. By showcasing positive behavior on and off the pitch, UEFA inspires millions of fans worldwide.

4. P&G's "Thank You, Mom" Olympics Campaign: celebrating Unsung heroes

- Insight: The Olympic Games provide a global stage for storytelling.

- Story: Procter & Gamble's heartwarming "Thank You, Mom" campaign during the Olympics celebrates the sacrifices and unwavering support of mothers. Through emotional ads, P&G highlights the journey of athletes and their mothers, emphasizing the role of family in an athlete's success. The campaign resonates with viewers, reinforcing P&G's commitment to family values.

5. NBA Cares: Slam Dunking for Social Impact

- Insight: Professional sports leagues can drive social change through community initiatives.

- Story: The NBA Cares program engages players, teams, and fans in philanthropic efforts. From building basketball courts in underserved neighborhoods to supporting education and youth development, the NBA demonstrates that sports can be a force for good. Players actively participate in community service, reinforcing the league's commitment to making a difference beyond the game.

These case studies illustrate that sports cause marketing isn't just about financial contributions; it's about leveraging influence, storytelling, and shared values to create lasting impact. Whether it's fighting cancer, promoting fair play, celebrating family, or empowering communities, sports organizations play a vital role in shaping a better world.

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