The Challenge
Our challenge was to promote the Laureus Sport for Good Foundation’s work at the Seenigama orphanage in Sri Lanka, around the 5th anniversary of the tsunami disaster.
Our fan insight confirmed that fans like to see their teams or sports stars using their profile for good.
Creative Solution
Cricket legend and Laureus ambassador, Sir Ian Botham, was identified as the perfect candidate to visit the orphanage in cricket-mad Sri Lanka.
A media trip was organised to take Sir Ian Botham away from his traditional cricket environment and generate awareness of the bigger issues in the world.
Media from key markets were provided with exclusive interviews. In addition, a series of videos were produced and shared via the Cricinfo global cricket community.
Results
Results included:
- 78 pieces of worldwide coverage
- 33 print pieces incl. 7 national newspapers
- BBC World Service feature
- £20,000,000+ raised by the charity to date
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