Famous names from the worlds of sport and entertainment joined Kick It Out and Ford, the biggest motor company in the UK, at the Centre for Engineering and Manufacturing Excellence (CEME) to initiate the One Game, One Community weeks of action 2011 on 13th October.

Taking place in Dagenham, the launch saw over 100 local schoolchildren joined by a host of special guests, including former Chelsea and Celtic star Paul Elliott, and Hollywood actor Winston Ellis, who was appearing for the fourth year in a row, for a day of fun-filled activity.

Kick It Out chair, Lord Herman Ouseley, opened up the event by emphasising the role today's youngsters have in building a society to be proud of. "You are here to lead the way," he said, addressing the participants in CEME's state of the art 'pod' facility. "It's important to immerse yourself in these types of events and to take away as much as you can from it."

Elliott, one of Kick It Out's leading ambassadors, echoed Ouseley's words, highlighting the impact such events can have: "These types of days are absolutely critical in reinforcing positive messages to youngsters, and is an excellent celebration of the work being done by Kick It Out. The campaign has been the catalyst in enforcing change, but there is no room for complacency, and we must continue to focus on the new and ongoing challenges facing us."    

Before the children headed off to take part in a number of different exercises, including supercharged soccer, speedball, a diversity quiz and a cricket coaching session with former England captain Graham Gooch and Essex bowler Graham Napier, they heard the story of Mark Straker, an Oscar-winning film writer and producer. 

Straker, who is now director of Positive Strides UK, an arts programme rolled out in secondary schools and community venues, spoke about the motivation required to fulfil your dreams: "Whatever their dreams and aspirations, each of these youngsters has the potential to be a hero. The key is to remain focused and to have a clear goal. When there are knockbacks, it is vital to learn from these experiences, stay on track and to continue striding forwards."

In the afternoon, following a viewing of The Y-Word, a Kick It Out short film aimed at tackling anti-Semitism and anti-Jewish abuse, co-producer Ivor Baddiel took his seat on a panel, including Luther Blissett and Brian Stein, to discuss issues on equality and diversity. Ahead of their dedicated One Game, One Community weeks of action fixture against Plymouth Argyle tomorrow (15 October), players and staff from Dagenham & Redbridge also featured on the board.

Stein, a pioneering black player with Luton Town during the 1980's, told the youngsters about the importance of concentrating at school and gaining a decent set of qualifications: "It is essential to work hard at your education. Of course, you must chase your dreams, but at the same time, giving yourself alternative avenues is crucial."

Having plied his trade in Serie A with AC Milan and gained 14 caps as an England international, Watford legend Blissett has seen how powerful a vehicle football can be in uniting different communities across the world: "Football has been the leader in changing people's views in society about colour and religion, and has helped to alter the way we think. The game brings people together like nothing else can, and acts as an influential tool for learning."

Bringing the occasion to a close, Ford's diversity and inclusion manager, Mitra Janes, said: "Ford's relationship with Kick It Out is going from strength to strength. The One Game, One Community weeks of action use football as a way of promoting social inclusion and encouraging young people to value diversity, and it is a great platform for our involvement. We are delighted to continue of support of the campaign."   

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