In 2006, to mark the occasion of World Refugee Day on 20 June, a global fund- and awareness-raising campaign about refugee children was launched by Nike, Microsoft and UNHCR. Under the banner of "ninemillion.org", the aim is to create a global community dedicated to giving the world's nine million refugee children greater access to education and sports programs.

Nike and UNHCR developed the overall concept and content for the website www.ninemillion.org, and enlisted key support from Microsoft. Nike developed a public service announcement with Brazilian football star Ronaldo (UNDP Goodwill ambassador), and launched videos depicting refugee youth in Azerbaijan, Uganda and Thailand. T-shirts featuring the ninemillion.org logo have been made available for purchase at select Nike retail outlets worldwide, with net proceeds supporting the campaign. Additionally, Nike has donated 40,000 balls, designed specifically for durability in harsh refugee camp conditions, to UNHCR for refugee youth. To kick off the fund-raising effort, the Nike Foundation announced a matching grant for the first US$ 1 million donated via ninemillion.org.

Microsoft is supporting ninemillion.org through its online media network MSN by hosting and localizing the website content in nine languages and providing 2.8 billion impressions of primary advertising media worth an estimated US$1 million, plus editorial placement and promotional support for the campaign. MSN is featuring ninemillion.org on local portal, Hotmail and Messenger sites in the top ten markets in Europe and on MSN.com in the United States. As a result, after ten days the ninemillion.org was mentioned in more than 50,000 web pages and over 12,000 blogs. According to the MSN search engine, 1,964 web sites link to ninemillion.org. In addition, Microsoft will support education projects through donations of software to non-governmental organization partners, as well as the provision of curriculum and basic training content.

The ninemillion.org campaign is an innovative advocacy tool, bringing together specific corporate skills to address the needs of refugee youth worldwide by reaching out to a younger audience in the Western world. The campaign plan drawn up in consultation with the various partners strives to achieve a long-term, results-oriented, mutually beneficial collaboration in pursuit of a common aim, improving the lives of refugee children.