March sees the English & Wales Cricket Board (ECB) launch ‘All Stars Cricket’: a new participation programme that aims to introduce the game to 50,000 children.
The initiative’s launch is promoted by a multi-platform ECB campaign that aims to target parents of kids (aged between five and eight) to take part in the programme at one of 1,500 accredited All Stars Cricket centres across England and Wales.
The ECB will give participating centres free All Stars kits, volunteer training and support via a central marketing campaign, celebrating ‘Big Moments’ as children take their first steps in the game.
The campaign was introduced at a 20 March launch event held at London’s ArcelorMittal Orbit in the Queen Elizabeth Olympic Park and fronted by Ashes winning former England captain Michael Vaughan (an All Stars cricket ambassador), alongside current England internationals Jonny Bairstow and Lauren Winfield and attended by local school kids.
#BigMoments start with All Stars Cricket!https://t.co/cmmVkx1WdE pic.twitter.com/2jaqBHS5uD
— ECB (@ECB_cricket) March 22, 2017
It was very nice of @jbairstow21 giving his time to @ElmhurstPrimary young cricketers from #Newham – at todays #AllStarsCricket launch pic.twitter.com/IjfmledEfe
— Forhad Hussain (@4Hussain) March 20, 2017
.@englandcricket's @jbairstow21 and @lozwinfield joined local children to launch All Stars Cricket:
https://t.co/SfHzMMZZ6p pic.twitter.com/ez5lxKz75V
— ECB (@ECB_cricket) March 23, 2017
‘I started playing cricket at my local club and have seen first-hand how important it is to introduce kids to our sport in a fun way,” said Vaughan.
‘As a parent, I’ve also seen how tough it can be to get kids interested in sport especially given the amount of activities competing for their time. Finding a way for cricket to appeal to kids and to get them active is more important than ever. We are bringing cricket to the front door of kids and parents across England and Wales. I can’t wait to see the positive impact this will have on clubs and the wider game.’
This was followed by an integrated promotional campaign led by a hero ‘Get involved with All Stars Cricket’ video posted on the ECB Youtube channel on 31 March and pushed by other cricket clubs and communities across the country.
Wondering what All Stars Cricket is about? Here's a taster!
Sign up your child at https://t.co/mgPZDW2J3V pic.twitter.com/qGAdurRMav
— ECB (@ECB_cricket) March 20, 2017
The spot is supported by a further set of assets running across the ECB’s platforms and other cricket channels too.
The creative approach is child-friendly, but the messaging and calls-to-action distinctly target parents.
Have you heard of All Stars Cricket?
Here are 5 great reasons why your child should get involved:https://t.co/Cg5Q257n9h pic.twitter.com/s0jLQyMBkC
— ECB (@ECB_cricket) March 27, 2017
Introducing All Stars Cricket – our brand new participation programme for 5 to 8-year-olds:https://t.co/t8Nku2x6a2 pic.twitter.com/FV5OPGAIsr
— ECB (@ECB_cricket) March 20, 2017
The creative assets – which focus on the scheme’s ‘fun and active’ approach to develop a child’s skills in a ‘safe and inclusive environment’ and emphasise that that the eight-week programme isn’t just about learning, but also about making new friends – and drive parents to ign up on the programme bespoke digital hub at http://www.allstarscricket.co.uk
‘We have big ambitions to significantly grow the game and this programme is all about putting a bat and ball in the hands of more children at an earlier age,’ said ECB Director of Participation & Growth Matt Dwyer at the launch.
‘First and foremost, we want to make playing cricket a fun and enjoyable experience for children and give them a passion for the game to last a lifetime.’
Activative Comment:
With 183,521 views since it was published on YouTube on 31 March, the core spot is generating plenty of engagement on the ERCB site alone.
It’ll be interesting to see how many sign-ups the campaign generates.
The programme reflects ECB’s strategic framework for growing the game at every level.
It’s pre-season launch also happened to coincide with the next step towards the advent of the ECB’s radically revised plans for a nationwide Twenty/20 tournament to take on the world’s other goliath and successful short form cricket competitions such as the IPL in India and the Big Bash in Australia.
The programme aims to reverse both cricket-specific and general sport youth participation declines – although this fall is actually most marked during the teenage years.
Cricket has long been part of the country’s heritage, tradition and culture and now it is more vital than ever for the game to look forward rather than back and grab the attention of youngsters.
Particularly considering the decline in school participation since the 30-year sell off of schools sports pitches, coupled with the loss of cricket from free-to-air television as so many of the sport’s governing bodies and rights holders sold their rights to pay-tv and put the game behind a pay wall.
The ECB itself acknowledges that if kids haven’t held a bat or bowled a ball before the end of their primary school education they are likely lost to the sport for good.
Former captain Vaughan even refers to this has leading to a ‘lost generation’ of young people who’ve grown up without exposure to a compelling, nuanced and complex sport.
Of course, many other sports are also running similar schools programmes to support parents and teachers to encourage and support access for kids to sport.
Indeed, the end of March also saw the Premier League, another bastion of English sport, launch a major campaign for its ‘Primary Stars’ programme (see case study).
Links:
All Stars Cricket
http://www.allstarscricket.co.uk
ECB
https://twitter.com/ECB_cricket
https://www.facebook.com/englandcricket/
https://www.youtube.com/user/ecbcricket
https://plus.google.com/u/0/107566743513095326842
