United Nations Children’s Fund (UNICEF) is teaming up with popular esport organization fnatic to “tackle 21st century issues affecting children globally.” Influencers and players signed with fnatic will raise funds alongside UNICEF’s Marcus Rashford for various UNICEF programmes across the globe.

Glen Calvert, Chief Operating Officer, Fnatic said: “‘Toxicity online is one of the biggest challenges we face in our industry as it creates barriers to entry and enjoyment for players and fans alike. Together with UNICEF we can help our community tackle this problem and work to build a safe, positive and inclusive environment for all, while raising money for the world’s most vulnerable children.”

Sue Adams, UK Director of Partnerships, UNICEF said: “UNICEF is committed to creating a better world for all children, wherever they are – online or offline. We therefore welcome this opportunity to work together with FNATIC to tackle online toxic behaviour, whilst also raising funds for our on the ground programmes.”

Marcus Rashford, Manchester United F.C. said: “I have experienced the effects of toxic online behaviours myself, I know what that feels like, so partnering with UNICEF and FNATIC to promote positivity in gaming was a no-brainer for me. It’s important our platforms are used positively to offer a voice to causes and, in this case, children, who sometimes struggle to be heard. I’m very happy to provide that.”

GotYourBack will kick off on January 23 later this month with Marcus Rashford streaming FIFA with Donovan ‘Tekkz’ Hunt. The campaign aims to “promote positivity in gaming community and establish a platform to share their experience and discuss methods to deal with toxic behavior.”