This campaign was borne from the desire to connect with fans and the non-converted on a deeper level and to show them the sport is about more than runs and wickets – but about mateship, camaraderie, diversity and community.
Greenpoint developed a content gathering process that engages and incentivises the PEOPLE to contribute and engage with the campaign and to tell the stories that matter to them.
With coverage spanning a wide range of media from mainstream and international, through to lifestyle/family focussed publications and local media, Greenpoint was able to hone in on the reach objectives of CA that spanned beyond the sporting world.
In its second year, Community Champions is now garnering interest from major corporate sponsors, with Specsavers now a campaign sponsor, leading to more commercial opportunities for CA.
Most importantly, the campaign is engaging and showing Australia (and beyond) that despite all the noise, cricket is a game for ALL Australians.
Community Champions will now be the stalwart campaign of the community and grassroots portfolio for Cricket Australia.