21 February saw UNICEF launch a new ‘For Every Girl’ campaign which leveraged the start of the ICC Women’s T20 Cricket World Cup 2020 (arguably the biggest women’s sports event ever to be held in Australia) in order to raise funds for UNICEF programs (in a tie-up with the ICC) which empower girls and advance gender equality in cricket-playing nations around the world.
Monies raised during the ICC Women’s T20 World Cup 2020 will go to similar projects in cricket playing nations, including an innovative programme to promote girls’ participation in cricket in Sri Lanka and build peace in communities.
Fans can be part of changing lives through cricket by donating various set amounts when buying tickets and at in-stadia activations. Fans watching globally will also be able to join in and make a difference through an online mechanism that will be promoted throughout the event.
Working in harness with Publicis Sport & Entertainment, this blended awareness and fundraising initiative will run through the tournament via in-stadium signage and secured media inventory and social media content.
Sports like cricket help build strength and fitness. They also help break down barriers, teach leadership skills and include the excluded.
This @T20WorldCup, we’re partnering with the @ICC to show people everywhere that there's nothing girls can’t achieve.#ForEveryGirl pic.twitter.com/54Z67T72ni
— UNICEF India (@UNICEFIndia) February 22, 2020
We're thrilled to announce we've teamed up with @UNICEF and the @ICC for the Women’s @T20WorldCup to change lives and empower girls through sport.
Please help by donating at https://t.co/3dZMezcbka#unicefaustralia #unicef #foreverygirl #cricket #bharatarmy pic.twitter.com/m2UO8OihId
— The Bharat Army (@thebharatarmy) February 21, 2020
Bharti and her cricket team are using sport as a way to break the silence around gender and caste discrimination.
Sports like cricket have the power to empower girls.
We’re teaming up with the @ICC this @T20WorldCup to show girls everywhere the power of sport.#ForEveryGirl pic.twitter.com/fu6pFXL4vS
— UNICEF India (@UNICEFIndia) February 21, 2020
Sport can break down barriers, alter attitudes and include the excluded – on and off the field.
This @T20WorldCup, we’ve teamed up with @ICC to show people everywhere that there's nothing girls can’t achieve.#ForEveryGirl pic.twitter.com/G9GGDu1OzS
— UNICEF South Asia (@UNICEFROSA) February 24, 2020
The initiative will culminate at the final at the MCG on 8 March – which is also International Women’s Day.
This will sees an attempt to break the Guinness World Record for the number of fans attending a women’s sporting event.
“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,” said Publicis Media head Of Content And Sport Patrick Whitnall.
“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!”
UNICEF CEO Tony Stuart added: “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.”
Comment:
UNICEF is the global charity partner of the ICC Women’s T20 Cricket World Cup: a partnership which builds on its tie-up with the ICC Men’s World Cup held in the UK last year (with funds from last year’s initiative going to a UNICEF project in Afghanistan).
This global partnership has seen the ICC and UNICEF work together to support the ICC’s ‘Cricket for Good’ program and UNICEF programs around the world that help children survive and thrive – see www.unicef.org.au/cricket
During the ICC Men’s Cricket World Cup, UNICEF raised $180,000 as part of One Day 4 Children and this money will go directly to fund a girls’ cricket project in Afghanistan. The programme which will run for 12 months, will comprise of a new competitive cricket competition for school aged girls as well as training for 120 teachers and providing cricket equipment to deliver cricket and a community outreach programme working with elders to reinforce the positive impact girls playing cricket can have.
It was in late December 2019, that the ICC announced it has extended its partnership with UNICEF through to the ICC Women’s T20 World Cup 2020 with the focus on empowering women and girls through cricket.
The extension of the global charity partnership will once again see the ICC provide UNICEF with a platform for fundraising to help bring positive change to women and girls and drive awareness for the work that UNICEF does as a global champion for children’s rights in cricket playing nations around the world.
Links:
ICC Cricket for Good
https://www.icc-cricket.com/about/the-icc/cricket-for-good
ICC
https://www.instagram.com/icc/
https://www.youtube.com/user/CricketICC
ICC T20 World Cup
UNICEF
Publicis Sport & Entertainment
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