Every appeal at the CommBank Women’s Ashes Test will go beyond the game, turning into a rallying cry for gender equality. UNICEF Australia and Cricket Australia have joined forces to ensure that every call for a wicket is also a call to support girls worldwide who are held back by barriers beyond the boundary.
The partnership aims to fund UNICEF’s work in key areas such as education, child marriage prevention, adolescent health, and safety. From India to other parts of the world, the initiative is designed to empower girls by providing access to essential resources that many take for granted.
In India alone, UNICEF has helped establish over 10,000 labs in partnership with local governments, offering practical learning opportunities that give girls the skills they need to build a better future. By keeping girls in school and equipping them with knowledge, the cycle of inequality is disrupted.
Deputy Director at UNICEF Australia, Libby Hodgson, summed up the vision behind the initiative: “Until every girl can play. That’s the message we want to send. Every girl deserves access to education, health, nutrition, and safety, without gender being a roadblock.”
During the Ashes Test, fans at the MCG and those watching from home will be encouraged to donate to UNICEF Australia to help make a difference. Stadium signage and a call-to-action on the big screen will direct supporters to scan a QR code for donations, or they can visit www.unicef.org.au/cricket. Adding to the engagement, the stadium will feature an ‘Appeal Cam’ during the tea break, rewarding the best appeals with prizes. Fans can also snap photos at Instagram frames, a photobooth, and life-size player cut-outs dotted around the venue.
Backing the cause, Qantas—already a mutual partner of both UNICEF Australia and Cricket Australia—has stepped in with an incentive. A total of 500,000 frequent flyer points will be up for grabs, with every donor automatically entered into the draw.
Australian men’s cricket captain and UNICEF Australia Ambassador, Pat Cummins, threw his support behind the campaign, saying: “Until every girl can play, we’ve got work to do. It’s about making sure girls get the same opportunities to thrive, on and off the field. If you’re watching, get involved. Together, we can help make change happen.”
UNICEF’s commitment to gender equality goes beyond slogans. The organisation works to break cycles of inequality by focusing on early intervention, ensuring that both boys and girls receive the same opportunities from the start. From tackling child marriage to improving access to education and healthcare, UNICEF’s programs are designed to create long-term impact.
Adolescent girls often face extra hurdles, from domestic work expectations to forced marriage. UNICEF’s efforts aim to empower them with knowledge, skills, and the confidence to advocate for their rights. Education is a cornerstone of this mission, ensuring that girls not only stay in school but are also equipped with the tools they need to succeed in the future.
UNICEF’s programs operate across multiple sectors, including health, education, and sanitation, ensuring that adolescent girls’ voices are heard and that they have the opportunity to be at the forefront of meaningful change.
To find out more or contribute to the initiative, visit www.unicef.org.au/cricket.
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