The International Cricket Council (ICC) today launched a step-change campaign for women’s cricket, and women’s sport, entitled “Who Runs The World.”
The creative campaign (spearheaded by creative agency HSE Cake) was revealed during the Women’s Sport Trust ‘Changing the Visual Landscape of Women’s Sport’ event, as part of Women’s Sport Week to showcase the skill, dynamism and performance of players in the tournament as England steps up as host nation.
Showcasing women cricketers from around the world, the campaign features world-class players such as captain Heather Knight, New Zealand captain Suzie Bates, Australia all-rounder Ellyse Perry, West Indies captain Stafanie Taylor and South Africa captain Dane Van Niekerk.
England won the ICC Women’s World Cup in 2009 and will now host the 11th tournament across Bristol, Derby, Leicester and Taunton with the Final culminating at Lord’s. Shot at the iconic Home of Cricket, the campaign sets about celebrating the achievements and athleticism of the female players.
Clare Connor, who played in three World Cups for England from 1997-2005 and is Chair of the ICC Women’s Committee, commented:
“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. I am confident that Heather and her team will do us proud next year as England strive to lift the trophy for the fourth time in its history.
“I urge our great sporting public to get behind our team, support the tournament and create the best women’s global event our sport has ever seen.”
Steve Elworthy, Tournament Director of ICC Women’s World Cup 2017, commented:
“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 commented:
“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.”
The ICC Women’s World Cup 2017 features the top eight ranked teams of women’s cricket. The top four teams from the ICC Women’s Championship will qualify automatically with the four remaining places decided at the ICC Women’s World Cup Qualifier in early 2017.
Australia has already secured its place with an unreachable points total in the standings and England could follow suit with a 3-0 win in the West Indies this month in the series from 14 to 19 October. The group matches and the knockout stages will be hosted in Bristol, Derby, Leicester and Taunton, starting on 26 June 2017, culminating with the final at Lord’s on 23 July 2017.