ECB Women & Girls Cricket
We Got Game
Insight
More than half of girls aged 12-16 don’t see an individual role for themselves in competitive sport. Yet those that stick with a team sport are statistically proven to benefit from higher self-esteem, create better relationships and go on to perform better in their chosen careers. Women’s cricket offers a range of individual roles in a team game.
Challenge
For women’s cricket to grow it needs to attract a new audience who have absolutely no frame of reference for bats, balls, googly’s, LBW’s and the game at large. How could the England Women’s first team be the vehicle to grow the game to an audience that speaks zero cricket and feels alienated from team sport?
Change
We spent time in a relaxed environment with the England Women’s team, not to capture the game but the characters behind it. The ‘We Got Game’ campaign showcased the universal power of sisterhood, while celebrating the individual’s role in a team that makes their game so meaningful.
Insight
More than half of girls aged 12-16 don’t see an individual role for themselves in competitive sport. Yet those that stick with a team sport are statistically proven to benefit from higher self-esteem, create better relationships and go on to perform better in their chosen careers. Women’s cricket offers a range of individual roles in a team game.
Challenge
For women’s cricket to grow it needs to attract a new audience who have absolutely no frame of reference for bats, balls, googly’s, LBW’s and the game at large. How could the England Women’s first team be the vehicle to grow the game to an audience that speaks zero cricket and feels alienated from team sport?
Change
We spent time in a relaxed environment with the England Women’s team, not to capture the game but the characters behind it. The ‘We Got Game’ campaign showcased the universal power of sisterhood, while celebrating the individual’s role in a team that makes their game so meaningful.
