Building on the success of the England Women’s team, ECB wanted to encourage more girls be a part of cricket by creating a comms campaign to hero the women’s game ahead of The Ashes this summer. Leveraging International Women’s Day 2019, we helped ECB to launch a national competition titled Heather’s Pride, engaging counties and cricket clubs across the country, to give young girls the opportunity of a lifetime – the chance to train with the England Women’s team before they take on Australia in July. We invited of young girls (aged 7-11) to submit a short video message on social media using a hashtag or write a short paragraph detailing their passion for cricket. Nine counties, who are hosting women’s fixtures this summer, will pick a winner from their area plus they’ll be two ‘Captain’s Picks’ from England Captain, Heather Knight to ensure anyone across the country can enter.
We launched through behind the scenes content of the Heather while away touring India, which was picked up by national press and pushed through ECB’s owned channels. We supplemented the activity by creating and distributing a toolkit to each of the nine host venues including a personalised release and all digital assets. We partnered with Sky and BBC to pushed the competition through their cricket and grassroots channels, Sky Cricket and BBC Get Inspired, the natural home for young cricket fans. The announcement was also received well with national, cricket, regional and trade media including in Mail Online, The Independent, The Guardian, ESPNCricinfo and Sport Industry. On Twitter alone, there have been 250+ mentions of #HeathersPride resulting in 3.6 million impressions.