Recent work


Rwanda Cricket Stadium Foundation

The Brief:

Maximise public awareness of the Rwanda Cricket Stadium Foundation (RCSF) and raise funds during the launch of the Cricket Builds Hope initiative.

The Campaign:

RCSF was founded in 2011, with the aim to build the first ever international standard cricket ground in Rwanda. RCSF was set-up following the passing of founder Alby Shale’s father Christopher, a man who, after several volunteering excursions to the country, made it his mission to help provide a platform for Rwandan cricket to grow.

In October 2017, RCSF completed construction of the stadium and celebrated its opening with a week-long cricket tournament featuring teams from all over Africa and the UK. During the week, RCSF hosted a Celebrity T20 match to mark the official launch of the stadium.


The Playbook spread the RCSF message in a variety of international, broadcast and sports titles, targeting a global and charitable audience by:

• Raising the profile of RCSF in national, broadcast and sports media through targeted story placement and key spokespeople interviews

• Inviting and managing media at the opening ceremony in Rwanda to ensure authentic and effective output
The Playbook further increased awareness of the project through the implementation of a six-week social media campaign across Twitter, Facebook and Instagram before, during and after the launch event.


• 110+ pieces of RCSF and Cricket Builds Hope media across six months, in key titles including the BBC, The Times and The Telegraph generating a reach of 2.7m

• 15.1m social impressions from #CricketBuildsHope on Twitter

• 138,000 impressions on Facebook and a reach of 125,000 on Instagram

get in touch

Fancy some game-changing thinking?

020 3797 1091
70 Gray’s Inn Road • London • WC1X 8BT

We’re always on the lookout for new talent to join our team.
If you’ve got the right stuff, drop us a line (or check our LinkedIn page for any current vacancies).