UNICEF Australia Turns Every Appeal During the Women’s Ashes Test into an Appeal for Gender Equality via Howatson+Company

To celebrate their new partnership, UNICEF Australia and Cricket Australia, together with Howatson+Company, have launched a groundbreaking fundraising campaign, The Appeal Appeal, transforming an iconic cricketing moment into an unmissable call for donations in support of gender equality.

The partnership between UNICEF Australia and Cricket Australia aims to support gender equality for girls around the world—many of whom are still denied access to basic human rights, let alone the right to play sport.

The Appeal Appeal was the first joint initiative of the partnership, rolling out a ripple effect media strategy that turned the most anticipated moments on the field into a nationwide movement for change. Whenever a player appealed for a wicket at the MCG, an unmissable appeal for donations was simultaneously triggered across all stadium media including the big screens, and extended onto live TV broadcasts, radio, outdoor advertising, and social platforms—everywhere cricket fans were watching.

Through strategically placed QR codes, fans were encouraged to scan and donate instantly via a mobile experience, turning every cricketing appeal into an opportunity to make a tangible difference for gender equality.

“Sport has a unique power to unite people behind important causes. The Appeal Appeal brilliantly harnesses the energy of the game to drive real action for gender equality,” said Libby Hodgson, Deputy Director of UNICEF Australia. “By leveraging the excitement of the Women’s Ashes, we were able to shine a light on the barriers still faced by millions of girls globally and rally support to change their futures.”

Adds Megan Barnett-Smith, Head of Social Impact & Sustainability at Cricket Australia: “We are committed to ensuring cricket is a sport for all. This partnership with UNICEF Australia allows us to contribute to meaningful change both on and off the field, using the platform of women’s cricket to champion equality.”

This is the first activation of the multi-year partnership, which harnesses sports as a powerful force for good, helping to break down barriers, promote participation, change attitudes, and strengthen inclusion.

Says Gavin Chimes, CCO of Howatson+Company: “This campaign transforms the game of cricket into a game-changer for gender equality. By syncing in-game appeals with live media takeovers, we created an unmissable moment for fans to take action. The response has been overwhelming, and we’re excited about the potential for this initiative to grow even further.”

As a long-term mutual partner of both UNICEF Australia and Cricket Australia, Qantas supported the campaign. Alongside a financial contribution toward UNICEF’s gender equality programs, Qantas offered donors a chance to win 500,000 Frequent Flyer Points.

Are Media, Australia’s leading omnichannel content company for women, amplified the campaign by driving powerful editorial content featuring prominent female cricketers and their personal stories. This content was showcased across WHO, Woman’s Day, New Idea, that’s life, and Take 5, leveraging their extensive reach of 4.2 million* print readers per month, a total cross-platform audience of 4.8 million* per month, and 4.6 million** social media touchpoints.

As a result, Are Media sparked a groundswell of earned media and conversation, increasing awareness and engagement for the cause and establishing the campaign as a valuable form of social currency for key audiences.

“At Are Media, we believe in creating positive and meaningful change for women,” said Jane Huxley, CEO. “This campaign perfectly aligns with our core values, and we are proud to help amplify such an important message. Howatson+Company and UNICEF have created something truly innovative—turning cricket’s most iconic moments into powerful conversations about global gender equality.”

The Appeal Appeal has already achieved remarkable results, reaching over 6.8M Australians, with a total pro-bono media value of +$1.49M, provided by several key media partners including Seven, JCDecaux, oOh!, QMS, Cartology, Revolution360, NewsCorp, ARN, SCA and Are Media.

With such strong momentum, UNICEF Australia and Cricket Australia are now working to scale the initiative, ensuring The Appeal Appeal continues to make a lasting difference for children around the world.

For more information or to donate.

*Source: Roy Morgan Single Source Australia, Sep24
**Are Media Facebook, Instagram, Pinterest and TikTok followers as at: December 2024
GA4 (Last click attribution) January 30th – Feb 3rd 2025

UNICEF Australia
CEO: Tony Stuart
Deputy Director: Libby Hodgson
Head of Brand: Lisa van der Westhuizen/Gemma Hill
Head of Corporate Partnerships: Allison Bennett
Brand & Content Manager: Maryanne Seabra
Senior Media & Public Affairs Manager: Richard Parlett
Strategic Partnerships Manager: David Reis
Partnerships Manager: Sarah Dawson
Paid Media Manager: Maria Melicor

Cricket Australia
CEO: Nick Hockley
Head of Social Impact & Sustainability: Megan Barnett-Smith
Senior Player and Partnerships Lead: Simone Roberts
Senior Manager Commercial Communications: Sarah Carpinteri

Howatson+Company
Chief Creative Officer: Gavin Chimes
Chief Media Officer: Sasha Smith
Creative Director: Scott Zuliani
Senior Art Director: Jack Close
Senior Copywriter: Zak Hawkins
Design Director: Reece Lawson
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Senior Producer: Caitlin Perz
Producer: Charlotte Breene
Videographer – Mark Broome
Senior Editor – Fraser Kelton
Group Business Director: Belle Simmonds
Senior Business Manager: Eddie Moult
Planning Director: Georgia Pritchard
Head of Strategy and Planning: James Turner
Investment Lead: Liz Lonsdale
Media Director: Sophie Jablonski
Senior Media Manager: Chris McMahon
Digital Manager: Jeffy Thomas