World number one tennis player Roger Federer of Switzerland has been appointed Goodwill Ambassador for the United Nations children's agency UNICEF.
Federer joins in a tradition of high profile figures like pop singer Shakira, action film star Jackie Chan and football star David Beckham in the campaign to draw attention to the world's neediest children.
The 24-year-old Federer said he may have achieved a lot on the court, but he "would like to also achieve more off the court." He said he felt a responsibility to connect with the real world beyond sports and to try to "make a difference in the lives of those who most need it."
In 2003, the Swiss launched the Roger Federer Foundation, which promotes tennis worldwide and helps poor children in South Africa, where his mother is from. He said a recent trip in which he visited children with AIDS convinced him of the role he could play with UNICEF.
Some information for this report was provided by AP and Reuters.