International Cricket Council launches empowering campaign for women's World Cup 2017
The International Cricket Council (ICC) has launched an empowering campaign championing women’s cricket as England prepares to host the 2017 Women’s Cricket World Cup.
The International Cricket Council's campaign for the upcoming women's cricket World Cup
The campaign, dubbed ‘Who Runs the World’, was created by HSE Cake and aims to celebrate the achievements and athleticism of the female players in a push to continue the growth of the women's version of the sport.
It was shot at Lord’s and features some of the team captains competing in the tournament, they include: England's Heather Knight; New Zealand's Suzie Bates, West Indies' Stafanie Taylor; South Africa's Dane Van Niekerk; as well as Australian all-rounder Ellyse Perry.
Steve Elworthy, tournament director of ICC Women’s World Cup 2017, said: “When HSEC first presented the idea to us, we knew it was an ambitious and gutsy approach. We are proud to be launching as powerful a campaign as 'Who Runs the World.' We feel a great duty to be raising awareness of this great sport and drawing attention to the undeniable athleticism of the team. I’m looking forward to seeing packed stadiums as these teams get the reception they truly deserve.”
Lizzy Pollot, associate creative director at HSE Cake, said: “For us the climate was right for a truly empowered campaign. We already have a woman Prime Minister and by the end of next month, we may well have a woman President in the US too.
“The actual creative style was inspired by Russian avant garde graphics – that feeling of a revolution, a movement and a sense of excitement about change. For me, that revolution has already started and we hope this campaign is received in a similar spirit, and is truly embraced by the British public. Who Runs the World? In 2017, I’m proud to say, it’s going to be girl.”
Clare Connor, who played in three World Cups for England between 1997 and 2005 and is chair of the ICC Women’s Committee, she added: “It has been inspiring to see the women’s cricket landscape change over the course of the past decade since I stopped playing; both in terms of the number of professional female cricketers now recognised around the world and the changing tide of media and commercial support.
“This dynamic campaign really justifies the quality, skill and power of the female athletes involved in the ICC Women’s World Cup 2017
England won the ICC Women’s World Cup in 2009 and will now host the 11th such tournament across Bristol, Derby, Leicester and Taunton with the final being held at Lord’s.