ECB
Our House
Insight
Cricket is irrelevant to most young women. It doesn’t speak their language. It has no place in contemporary culture. And yet, the England Elite women’s team is a great example of a diverse group of contemporary young women from different backgrounds flourishing in a team framework that by encouraging their individuality and self-expression results in growth, progression and self-actualisation.
Challenge
How do we communicate that women’s and girl’s cricket can be a place where confidence grows through individuality, diversity and self-expression? On a modest budget, how do we bring that idea to life physically and digitally through a network of authentic voices? And how do we get women and girls to actually come and watch a game?
Change
’Our House’, was our takeover event for the first ever women’s test match played at the traditional ‘Home of Cricket’, Lord’s..
A carnival atmosphere outside with kite clubs, all-female bhangra bands, street food and entertainment. A branded experience for creators and voices of influence from throughout our campaign to cover the game.
5m people reached, 36.82% average engagement on TikTok, and, most importantly. for the event itself, Our House at Lord’s became the largest attended game in UK women’s cricket to date.
Insight
Cricket is irrelevant to most young women. It doesn’t speak their language. It has no place in contemporary culture. And yet, the England Elite women’s team is a great example of a diverse group of contemporary young women from different backgrounds flourishing in a team framework that by encouraging their individuality and self-expression results in growth, progression and self-actualisation.
Challenge
How do we communicate that women’s and girl’s cricket can be a place where confidence grows through individuality, diversity and self-expression? On a modest budget, how do we bring that idea to life physically and digitally through a network of authentic voices? And how do we get women and girls to actually come and watch a game?
Change
’Our House’, was our takeover event for the first ever women’s test match played at the traditional ‘Home of Cricket’, Lord’s..
A carnival atmosphere outside with kite clubs, all-female bhangra bands, street food and entertainment. A branded experience for creators and voices of influence from throughout our campaign to cover the game.
5m people reached, 36.82% average engagement on TikTok, and, most importantly. for the event itself, Our House at Lord’s became the largest attended game in UK women’s cricket to date.
