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