ICC aims to ‘level the playing field for every girl’ in Women’s T20 Cricket World Cup campaign via Publicis Sports & Entertainment

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.

“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.”


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