Working closely with the Chance To Shine cricket charity and the MCC, markettiers4dc researched 8-16 year olds and parents on how much pressure today’s children felt under to cheat in order to win and to find out where that pressure comes from.
The results were then used to run a high-profile UK TV and radio campaign with Charlotte Edwards, Captain of the England Women's Cricket Team and England's 2005 Ashes winning hero Simon Jones. This coincided with Spirit of Cricket lessons being taught from the start of the summer term to 400,000 pupils in 4,500 state schools to encourage fair play
Charlotte was in Manchester allowing her to be live in BBC Breakfast's studio. The story was covered comprehensively throughout the programme, including going live from a school in Nottingham and interviewing the Cricket Foundation's spokesperson. Charlotte also appeared on Radio 4 Today programme, Radio 2's Breakfast show with Zoe Ball, 5Live's Breakfast and BBC News channel before doing a series of local radio interviews.
Simon was based at the markettiers4dc studios in London and did interviews with both Sky Sports News and Sky News, Sky News Radio and Sky News Radio and Sky Sports News Radio, Radio 2's Drivetime, Talksport and, like Charlotte, several BBC and commercial local radio stations.
Results:
- 166 items of national and regional coverage across TV and Radio
- TV Highlights: BBC Breakfast three times, BBC News Channel, Sky Sports News, Sky News TV
- Radio Highlights: BBC Radio 4 Today, BBC Radio 5Live, BBC Radio 2 twice, Talk Sport, Sky News Radio and 8 BBC local radio stations