Metro Bank: Seeing Is Believing

The Brief

Research found that 68% of women and girls would be more likely to try a new sport if they saw themselves represented. However, one in five had never seen imagery of women or girls playing cricket. Metro Bank wanted to address that visibility gap through its partnership with the ECB, showing more women and girls that cricket is a game for them.

Our challenge was to turn that insight into a positive, purpose-led campaign that would increase representation, encourage participation and reinforce Metro Bank’s role as the Champion of Women’s and Girls’ Cricket.

Campaign Execution

The Space Between led the Seeing is Believing campaign, from development of the campaign idea, production and content capture through to the launch and amplification, working closely with Metro Bank, the ECB, Getty Images and campaign partners to turn a clear insight into a platform with lasting impact.

At the heart of the campaign was #TheMetroBankCollection, a library of 500 grassroots photographs celebrating women and girls playing cricket. The collection was made freely available to the cricket community through the ECB and available for licensing through Getty Images, helping clubs, organisations and media outlets better represent the women's and girls' game.

We used our contractual player appearances to hero England Cricket players and our CRM rights to target grassroots clubs directly to promote the collection.

To further maximise reach, we delivered an integrated activation plan through our amplification platform Cascade; spanning partner channels, creator collaborations and campaign communications.

Results 

By combining authentic grassroots storytelling with broad distribution, Seeing is Believing helped put more representative imagery of women's cricket into the public domain. The campaign created a lasting library of more than 500 images that continues to help women and girls see themselves reflected in the sport.

The campaign generated 3.3 million digital impressions, taking its message and imagery to audiences across the country. Beyond awareness, it delivered a practical resource for clubs, organisations and the wider cricket community, helping improve representation of the women's game while supporting Metro Bank's commitment to growing participation and visibility in cricket