PR & Experimental

Number 73 | Cricket Australia

Number 73 | Cricket Australia

How I helped Cricket Australia join the conversation around International Women's Day.

The Brief

To provide a recommendation as to how Cricket joins the conversation around IWD’s theme of #ChooseToChallenge in context with our brand positioning – ‘Opening for Australia’.

The Insight

There are 73 known bronze statues of male cricketers in Australia, and zero of women. It’s time to start redressing the balance. Not in the next 10 or 15 years, but right now.

The Response

We let everyone know this alarming statistic. They established a permanent committee tasked with addressing the imbalance of recognition for female cricketers, past and present.

They commissioned an artwork celebrating Australia’s ICC Women's T20 World Cup win. And announced the creation of the first public statue of a female cricketer to be developed by 8 March 2022. Sparking conversation around the nation about the importance of female recognition, Cricket Australia has not only highlighted the issue but also committed ongoing support.

"When I was told about the statue, I could have cried...This will be a gamechanger again for acceptance of women’s cricket.”

Rina HoreExecutive Director of the Bradman Foundation

The Results

Together, we were able to create a big impact with very little and fuelled conversation around the nation on the importance of representation and recognition for our female athletes.

It sparked Cricket Australia to ‘choose to challenge’ the inequity of female recognition, and not only promise the first female statue, but also to commit to ongoing support for female recognition, with the first public statue of a female cricketer to be developed by 8 March 2022.