To coincide with the International Cricket Council’s (ICC) Women’s T20 Cricket World Cup, UNICEF has launched the ‘For Every Girl’ campaign via Publicis Sport & Entertainment (PSE).
The campaign is designed to create awareness and drive donations to UNICEF programs to empower girls and advance gender equality in cricket-playing countries.
PSE developed the strategy, led the creative for in-stadium signage, and secured media inventory. The campaign builds towards the The Women’s T20 World Cup final at the Melbourne Cricket Ground on Sunday 8 March – International Women’s Day. The match is aiming to break the Guinness World Record for the number of fans to attend a women’s sporting event.
“The opportunity to work with UNICEF on its partnership with the Women’s T20 World Cup in Australia was a privilege,” said PSE’s head of content and sport, Patrick Whitnall.
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“Our campaign focuses on levelling the playing field for girls across the world through cricket. Donations raised over the tournament will have a real impact on girls, creating projects to encourage their participation and empowerment in Sri Lanka. We look forward to a record-breaking final at the MCG.”
The campaign follows last year’s ICC Men’s World Cup, of which UNICEF was also the global charity partner. Last year’s event saw funds donated to a UNICEF program in Afghanistan. This year, the money raised will contribute to sports for development projects in Sri Lanka.
“The support from Publicis Sport & Entertainment has been invaluable,” said UNICEF’s CEO Tony Stuart.
“Their creative vision and strategic insights have helped us make the most of this exciting partnership. Publicis has a great team and we are very fortunate to have benefited from their expertise.”