16/02/2016

CSA’s Proteas & Commercial Partners Go Pink For World Cancer Day

World Cancer Day, 4 February, is a global event aimed at uniting the world in the fight against cancer and this year Cricket South Africa (CSA) urged its commercial partners, broadcasters and opponenets to join the team’s campaign against the disease for the Pink One Day International against England.

 

Held at Johannesburg’s Wanderer’s Stadium on 12 February, CSA ran its own programme to raise funds, drive awareness of the disease, to educate fans and encourage governments, companies and individuals to tkae action.

 

In recent years South African Cricket has become a strong supporter of the cause – running an integrated, multi-faceted campaign in partnership with charity #PinkDrive revolving around its third Pink Day game.

 

‘Our support for PinkDrive is one of our foremost social programmes and underlines the fact that cricket has a broader responsibility within society,’ outlines CSA chief executive Haroon Lorgat at the PinkDrive launch on 26 January.

 

‘The Pink ODI (will) mobilise cricket fans and the CSA family in support of a most worthy cause.’

 

2016 saw CSA, Bidvest, the Gauteng Cricket Board and several sponsors – including Momentum, Uber and Castle Lager – all contribute to Pink Day and raise funds.

 

The centrepiece of the initiative sees the Proteas turn pink for the day.

 

As well as the player’s unmissable pink kits, and a range of associated pink merchandise (from hats to t-shirts – billboards, ads, branding and partner products all around the Wanderers ground were decked out in pink.

 

The property owner went pink for the day across all of its platforms, channels and assets.

 

 

 

The pink kits themselves are arguably the most visible aspect of the initiative – from the pitch

 

 

to the dressing room.

 

 

The CSA’s official kit partner New Balance amplified the initiative and donated funds too with day competitions.

 

 

 

 

 

 

But the pink merchandise wearing crowd is just as visible,

 

 

as are the various stadium wraps – from boundaries to seats.

 

 

Another strand of the programme sees sponsors offer players ‘game incentives’ to swell the cause coffers.

 

Series sponsor Momentum donated R10,000 for every single six hit into its branded family area spectators’ zone and a further R100,000 for every boundary struck that hit a giant inflatable M logo sign placed in the arena.

 

 

 

Meanwhile shirt sponsor Castle also donate R10,000 for every catch on the day, while also ensuring R2.50 from each and every beer sold (in pink branded mugs) on the day was donated to PinkDrive.

 

 

 

 

While venue sponsors Bidvest donated R1,000 for each occasion the ball hits the boundary rope – which had been branded pink for the game.

 

 

Even official taxi partner Uber also donated 50% of people’ trip fares to and from the game to the cause.

 

 

Fans at home were encouraged to donate to the cause too.

 

 

 

Comment

 

This year’s Pink Game follows in the footsteps of the 2015 version which saw South Africa play in pink for a one day game against the West Indies – also at Wanderers

 

But the history of the recent relationship between ‘pink’ and ‘cricket’ cancer awareness actually dates back to 2005 when the McGrath Foundation was formed.

 

This was initially an Australian fundraising and awareness initiative begun by former Aussie quick bowler Glenn McGrath and his wife Jane after she was diagnosed with breast cancer (see case study).

 

It began as a basic celebrity sportsperson led fund raising scheme, but then blossomed – from products and donations to fundraising matches and PR initiatives – into a massive pink-themed cricket programme stretching out across the cricketing world.

 

 

Links

 

Cricket South Africa Website:

http://cricket.co.za/

 

Cricket South Africa Twitter:

https://twitter.com/officialcsa

@OfficialCSA

 

Cricket South Africa Facebook:

https://www.facebook.com/CricketSouthAfrica

 

Cricket South Africa YouTube:

https://www.youtube.com/user/cricketsatv

 

PinkDrive:

http://www.pinkdrive.co.za/

 

McGrath Foundation:

https://www.mcgrathfoundation.com.au



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