(USA TODAY) -- The punishment is brutal -- three push-ups -- each time one of the children kicks a soccer ball into a cone.

It's worse if the child hits a cone again. Three push-ups for the entire team. The cones represent HIV-related risks, such as multiple partners or drug abuse. This activity teaches a person's behavior has consequences that can affect those around him.

It's part of the curriculum of Grassroot Soccer (GRS), a global organization that educates kids in the world's most HIV-affected countries using sports-themed activities.

The most comprehensive GRS project -- including 40 staff members plus local volunteers -- is in South Africa during the World Cup. GRS has been fundraising, attracting sponsors and planning events since South Africa was selected host in 2004.

South Africa (population 49 million) has more HIV/AIDS cases (5.7 million) than any other country.

"Our goal is to educate as many kids as possible and to raise awareness about HIV/AIDS in South Africa using soccer as the entry point," said Ethan Zohn, co-founder of GRS. "It's still a little bit taboo in South Africa, a little stigmatized. By combining something really cool, like soccer and the World Cup, with HIV/AIDS, we're able to break down those barriers."

Zohn is no stranger to soccer -- or Africa. He played in the United Soccer Leagues and in Zimbabwe before becoming a contestant on Survivor: Africa. He won the $1 million prize, some of which he said went to GRS.

During the World Cup, GRS will run programs to educate children about HIV while providing a safe place to play soccer and watch matches. Schools in South Africa are closed for six weeks during the tournament.

Because of GRS' record, sustainable teaching methods and roots in the region, FIFA made the organization a centerpiece of its Football for Hope (FFH) movement. FFH plans to build 20 public health and education facilities with soccer fields attached throughout South Africa. GRS was selected to host the first center in Cape Town, which opened in December.

"One of the most important elements for where the centers are built is a reliable partner on the ground," said Federico Addiechi, head of FIFA's social responsibility programs. "We realized (GRS) was one of the best models to address HIV/AIDS prevention through football."

Zohn said he hoped GRS' involvement with the World Cup was not the end of its efforts in South Africa but rather a launching point for more programs in the region.

"The tough part is what's going to happen after the World Cup when everyone leaves," he said.

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