Protocol set to launch PR push for Dell’Olio charity

The PR team behind Truce International, the charitable initiative launched this week by England football coach Sven-Goran Eriksson and his girlfriend Nancy Dell’Olio, is to stage football matches in some of the world’s most troubled areas as part of future publicity events.

Protocol PR, the agency promoting the charity, has confirmed that matches will take place in countries including Afghanistan and Israel.

Protocol PR founder and MD Simon Astaire, who has handled personal PR for Italian lawyer Dell’Olio for 18 months, and is co-chairman of the charity, said that for the event in Israel, negotiations are taking place for a Palestinians versus Israelis match.

The matches are seen as vital to attracting attention to the charity – launching this weekend on music channel VH1 – which aims to ‘help world peace through football’. In addition to organising football matches – also to be held in less dangerous areas such as London – Protocol will mainly target broadcasters, in a bid to achieve coverage for Truce, with print coverage spinning off that, said Astaire.

A ‘Hollywood-style’ event in LA is planned, and he is ‘in discussions’ over a potential BBC documentary. Astaire described Truce International as ‘an initiative, not a charity’, stressing that its aim was to facilitate projects with Eriksson and players, such as England captain David Beckham, and not to raise money itself.

Astaire said the idea for Truce was hatched after his first meeting with Dell’Olio .

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