The cricket appeal. The moment every fan stops what they’re doing and pays attention. Appeals decide innings, matches, even entire series. But what if they could decide something much bigger than cricket? To announce the partnership between UNICEF and Cricket Australia, we turned every appeal for a wicket during the Women’s Ashes Test, into an appeal for gender equality. Whenever the players appealed for a wicket on the field, an unmissable appeal for donations was triggered, blanketing the MCG, TV broadcast, social, and OOH with QR codes. By scanning them, people could donate to give girls basic rights like education, nutrition, and protection from violence. Appeal Appeal's ripple media strategy made the appeal sequence out from the most watched moment on the pitch, to donations for gender equality all over the country.