In May 2018, the England and Wales Cricket Board launched its new strategy to grow the numbers of South Asians playing, watching and being involved in cricket in the UK – with our help.
We made sure that the Plan’s message engaged with the hard-to-reach South Asian community, creating debate and dominating traditional and digital media on and beyond launch day.
The news of the Plan lead bulletins in all major outlets and created headlines on the BBC Asian Network, Eastern Eye and Asian Voice.
The Plan received further peer recognition at the BT Sport Industry Awards in April 2019. We won the Diversity and Inclusion Award beating strong campaigns from AIG, Harlequin FC, npower, ŠKODA UK and Women in Football.
The Judges called this ‘a very exciting piece of work, showing great insight and a transformational strategy to use cricket to make girls and women more active in the South Asian community.’