In With Heart

After a year in which local community cricket in the UK suffered a substantial hit, we were commissioned to launch #Funds4Runs – a £1m investment pot jointly funded by the ECB and LV= to support the grassroots game.

Girl Plays Cricket Shot with Blue Bat

What we did

Launching #Funds4Runs during the height of the pandemic required some agile thinking. In a time of social distancing, we deployed the immersive video environment ‘Smart Stage’, which provided us with a virtual studio for the launch event. With all major British media in attendance, presenters Michael Vaughan and Isa Guha conducted proceedings in a broadcast operated via Zoom.

Since then, we’ve continued delivering key messaging around #Funds4Runs, as part of LV=’s wider ‘In With Heart’ campaign, which aims to bring cricket back to its communities post-pandemic. This was launched through a film featuring England stars, fans and aspiring cricketers. As part of the campaign, we have been taking professional players to projects across the UK which are being funded by #Funds4Runs, delivering added media coverage of the partnership.

The results

In spite of the testing circumstances provoked by Covid-19, we ensured the UK media covered the ‘In With Heart’ campaign extensively.

The In With Heart Tour has helped promote #Funds4Runs projects up and down the country, uniting professional and amateur cricketers and creating lasting memories for all those involved.


Pieces of #Funds4Runs coverage


Pieces of media coverage from ‘In With Heart’ launch


Coverage views across print and online