Metro Bank Girls In Cricket Fund Launch: Championing the Future

The Brief

Increase awareness of the Metro Bank ‘Girls in Cricket Fund’ which launched in May 2024. The Fund, co-designed and funded by Metro Bank and the ECB, is designed to recruit, educate, support, and celebrate the people that make girls’ cricket in clubs happen, with an ambition to triple the number of girls’ teams at clubs by the end of 2028. 

Campaign Execution

Collaborating with design specialists ThisAway we developed the creative identity, establishing an inspiring new visual identity which built on the strong and distinctive Metro Bank brand.

To launch of the Girls In Cricket Fund, we developed a content concept '15 to1' to showcase the impact that just one coach or volunteer can have on their local cricket team and community - and the importance of the need to fund and recruit more volunteers into the game to hit the ambitious targets to increase the number of women's and girls teams. The content England Women’s captain Heather Knight with Lauren Bell, Issy Wong and Jason Roy. Aligning with the Girls In Cricket Fund announcement, the content was released across Metro Bank and ECB owned channels and sold into earned media to drive regional and national press coverage, using player interviews to draw media attention. 

Results 

This campaign and launch has established Metro Bank as a committed partner to transforming Women’s and Girls cricket at all levels and raise awareness for the Girls In Cricket Fund. In the first full year of the Fund, the number of girls teams in England and Wales increase by 21%,

Trust in the bank increase in women’s cricket fans who bank with Metro Bank. It’s the blueprint for what a partnership should be; demonstrating that doing good and doing well aren’t mutually exclusive.