Fifa's global ambitions
No-one in their right mind is going to try to argue against the aim of getting 75 million children into education when they are currently denied the opportunity. Of course not.
That outcome is the target of Fifa's 1Goal project, launched to a fanfare of publicity by bona fide royalty (and its footballing equivalent) at Wembley stadium last week.
They also emphasised that governments which had committed to the United Nations' Millennium Development Goals should now make good on promises to give all children an education by 2015.
The 1Goal project is focused on next year's World Cup, so expect to see it promoted around the stadiums in South Africa and to hear its advocates - such as Britain's most cerebral footballer, David James - talk about why you should be signing up to support it.
Fifa's recent World Cup campaigns have targeted internal messages like combating racism in the game and promoting fair play. So this is a departure, reflecting the ambition of Fifa president Sepp Blatter to use football for more lofty aims.
In a recent magazine article, Blatter wrote: "Fifa is no longer merely an institution that runs our sport. It has now taken on a social, cultural, political and sporting dimension in the struggle to educate children and defeat poverty."
The ambition for football to put something back into Africa will be welcomed by critics who have accused the wealthier leagues and clubs of draining the continent of talent on the cheap, then having a moan when they have to release players for the Cup of Nations.
In making this departure, Fifa has joined an increasingly crowded marketplace of charitable efforts linked to sport. In just a few minutes, I found these charities, all connected to football with the broad aim of getting equipment to kids so they can play the game: Alive & Kicking; Ball For All; Footballs For Fun and Football 4 Africa.
Apart from the specific football-related efforts, there are already many charitable organisations specifically set up to help provide education in Africa.
Recently, the Beyond Sport initiative ran a global awards scheme for charitable and social projects.
They had to judge a colossal 269 entries from 80 countries, evidence that there are an awful lot of people out there trying to make things happen already. What concerns me is just how well joined up these projects are in terms of their direction and ambition.
In the UK, Sportsaid have tried for years to pull together the small donators and charitable projects under one roof to provide grants for up-and-coming sportsmen and women.
They will tell you it is no easy task to convince people to go through an umbrella organisation which helps cut out the bureaucracy and makes the cash work harder, usually because the individual organisations want to get at least some recognition or credit for what they do, leading to a lot of duplication of effort and waste.
We may have in this case to ignore the slight whiff of self aggrandisement to see the bigger picture. What Fifa can bring to the table to augment the work of the likes of Unicef and Oxfam is profile and reach.
Billions of people will get the message through the global stage of the World Cup. If enough sign up, then Fifa will be hoping sufficient momentum is created to hold governments to account through weight of numbers.
Pledges to educate every child have been made and the money, we are told, exists. What's needed now is the will to make it happen.....