The resourceful, ubiquitous rock star philanthropist Bono never seems to let pass an opportunity to miss the point when it comes to address the HIV epidemics. This time, Bono lends its musical and political acumen of football and its role in society to a 2010 FIFA World Cup Commercial: United on ESPN.

“Bono once again provides an inspirational performance that only Bono can deliver.” Write blogger P Savo, “Even though the football images are used sparingly, when they do appear it is well worth it as they powerfully demonstrate how soccer transcends the world’s problems and unites us all for the 30 glorious days.”

But infectious diseases and HIV/AIDS physician Richard Witzig, author of The Global Art of Soccer (2006) has a very different view of the man behind the mass-exploitation of guilt for the purpose of a fundraising business.

“FIFA is having none of this [the extent and damages caused by the AIDS epidemic in South Africa], as despite the harsh realities (43% of the South African population makes less than $2 per day) they only want feel-good corporate messages that will not ruin the “pure soccer” mood of the tournament. A disturbing example of this is U2/Bono’s ESPN-FIFA video called “United” that should instead be titled “It’s Not About….”, with Bono’s words “It’s not about politics….borders, history…..human rights….global pandemics,” etc. However, I among several dozen authors have painstakingly written books documenting that world football is integrally involved in all aspects of society, and not just about kicking a ball. By eliminating this connection Bono allows FIFA an excuse to step out of the idea that football can be a “game changer” for humanity, and effectively sabotages his other HIV/AIDS efforts.”

Adding,

“FIFA has already the done the content, marketing and distribution of their 2010 South Africa World Cup product – it’s only missing a relevant message. The message should be solidarity and commitment to health and human rights including the world’s biggest preventable killers starting with the largest modern pandemic of HIV/AIDS, and eradicating the scourges of all forms of stigma including xenophobia, ethnophobia, homophobia, and HIV/AIDS stigma. FIFA is at the right place at the right time, but the message should be human not corporate, and must be prominent on the team shirts like other sports have done – placing Health and Human Rights and the HIV/AIDS Ribbon – on the shirts for all to see for this World Cup through to the 2014 Cup in Brazil (the country with the most HIV in the South America) through to 2018 World Cup and beyond. Only continual exposure and time (at least 10 years) will be the answer to destroy HIV/AIDS stigma and xenophobia and reverse HIV transmission, and world soccer can deliver more of both than any other human enterprise.”

In a powerful article, Richard Witzig explain how “FIFA, as the world’s football authority, has an ethical responsibility for social action, in fact, it owes the soccer-playing world – effectively all of humanity – a massive sustainable and measurably successful longitudinal social project starting from THIS World Cup, a moral imperative on which millions of lives will hang in the balance.” But whilst the ball is rolling and the FIFA cashing on an event which is not about HIV, FIFA prevented South African HIV/AIDS organizations to distribute HIV/AIDS information and condoms near the World Cup stadiums and fan events. Thankfully, Avert is here to remind us of what the noise of the vuvuzelas can’t hide.

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