Uber Women's Cricket

The Problem:

Despite cricket being Pakistan’s most beloved sport, it has historically been dominated by men, with women’s cricket facing limited investment, infrastructure, and visibility. The shortage of accessible playing facilities and dedicated spaces created barriers for aspiring female cricketers, restricting their ability to pursue and grow in the sport.

 

The Idea:

Uber partnered with the Pakistan Cricket Board to champion greater inclusion in cricket by supporting the creation of more accessible cricket pitches for women. The campaign featured a social experiment involving everyday cricket enthusiasts and the captain of Pakistan’s women’s cricket team, sparking conversations around equal opportunities and challenging perceptions about women in sports. Launched in 2019, the initiative reinforced the message that when women have access to the right platforms and spaces, their talent can flourish.

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Role on project:

Creative Director