Cricket faced many challenges – from continuing to be heard through the noise of the competitive sporting industry, to connecting with a broad and diverse audience, some of whom were seeking a way to reconnect to the game. It was critical that cricket took a clear and purposeful position, to attract, mobilise and inspire new, diverse groups, working towards a strengthened position for cricket at the grass roots level.
Opening a conversation which allowed room for a robust dialogue among communities and not a onesided message, was an important initiative for the games continuing development. A program which helped promote a deeper understanding of the audience, their motivations, priorities and concerns allowed Cricket Australia to further identify the values that drive participation in the sport.

2019