UNICEF today launched the “For Every Girl” campaign to coincide with the start of what’s expected to be one of the biggest women’s sporting events ever to be held in Australia – the International Cricket Council (ICC) Women’s T20 Cricket World Cup.
The awareness campaign, created in collaboration with Publicis Sport & Entertainment, is aimed at raising funds for UNICEF programs, in partnership with the ICC; empowering young girls and advancing gender equality in cricket-playing nations around the world.
The tournament will culminate in the final at the MCG on Sunday 8 March – International Women’s Day, when there will also be an attempt to break the Guinness World Record for the number of fans attending a women’s sporting event. Funds raised during the campaign will go to Sports for Development projects in Sri Lanka.
Publicis Sport & Entertainment supported the development of the strategy, led the creative for in-stadium signage and secured media inventory for the campaign. Patrick Whitnall, Head of Content & Sport, Publicis Media said: “The opportunity to work with UNICEF on its partnership with the Women’s T20 World Cup in Australia was a privilege. 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!”
Tony Stuart, CEO of UNICEF said: “The support from Publicis Sport & Entertainment has been invaluable. 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.”
UNICEF is the global charity partner of the ICC Women’s T20 Cricket World Cup. The partnership follows on from the ICC Men’s World Cup which was held in the UK last year, with funds raised in the UK going to a UNICEF project in Afghanistan.
Through a global partnership, the ICC and UNICEF have worked together to support the ICC’s Cricket for Good program and specifically, UNICEF programs around the world that help children survive and thrive.