The campaign, launched in partnership with the agency Howatson+Company, aims to raise awareness about the millions of girls who are still denied their basic rights, including the right to participate in sports. According to UNICEF, 22% of girls aged 15–19 worldwide are not in school or vocational training, with the figure rising to nearly 45% in South Asia—where over 640 million girls have been married off at an early age.
Every time a player makes an “appeal” gesture (raising their hand to call the umpire’s attention after an incident), a donation message appears on the stadium’s big screen, during live TV and radio broadcasts, on outdoor billboards, and across social media platforms. Spectators can instantly support the cause by scanning a QR code with their smartphones.
The support fund includes:
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A $10 donation provides girls with essential life skills education to help them thrive in the 21st century.
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A $24 donation supplies a kit containing five reusable sanitary pads, a bottle of paracetamol, seven notebooks, and a school backpack.
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A $59 donation brings gender bias awareness programs and medical support to 100 girls, helping them stay in school.
Cricket—a sport beloved in England, India, Australia, and beyond—is played between two teams of 11, with players taking on the roles of batsman and bowler. When a bowler dismisses a batsman by knocking over the wicket, the batsman may “appeal”—a moment the campaign cleverly uses to spread its message.
Libby Hodgson, Deputy Director of UNICEF Australia, shared: “Sport has the power to unite communities for a greater cause. ‘The Appeal Appeal’ has harnessed the vibrant energy of the game to inspire real action for gender equality.”
Megan Barnett‑Smith, Head of Social Impact at Cricket Australia, emphasized: “This collaboration is making cricket more accessible to everyone and driving change that goes far beyond the field.”
Gavin Chimes, Creative Director at Howatson+Company, remarked: “The campaign has turned appeal moments into powerful catalysts, sparking action and igniting inspiration for gender equality.”
The campaign has reached over 6.8 million Australians, generating an estimated $1.49 million AUD in earned media value (over 23 billion VND), thanks to support from media partners such as Seven, JCDecaux, oOh!, QMS, Cartology, Revolution360, NewsCorp, ARN, SCA, and Are Media. Each month, the campaign engages an average of 4.2 million print readers, 4.8 million multi-platform users, and 4.6 million social media interactions.
This is the first initiative in a long-term partnership between UNICEF Australia and Cricket Australia, designed to harness the power of sport to foster community engagement, shift perspectives, and promote inclusion. With promising early results, “The Appeal Appeal” is expected to continue expanding and make a lasting impact on girls around the world.