Integrity Awareness Campaign

As part of the ICC’s ongoing commitment to fostering a culture of clean sport, an engaging Integrity Awareness Campaign was rolled out during the ICC Women’s U19 T20 World Cup 2025, held in Malaysia. Themed “Integrity is My Legacy,” the campaign took place during the pre-event period between 12–17 January 2025 and aimed to encourage young cricketers to understand the importance of integrity and fair play through interactive, fun-based learning experiences. It was not designed to replace formal education sessions, but to meaningfully supplement them by creating an informal, engaging environment to reinforce key integrity messages.

The campaign revolved around three core activities: a digital quiz, word search, and word match. Each activity was thoughtfully created to offer different levels of challenge and learning, catering to the varied knowledge levels of players. The digital quiz with an impressive 80% participation rate, offered the highest learning value. The word search, though simpler and less educational in depth, proved to be the most popular, acting as an enjoyable team bonding activity. The word match, while moderate in difficulty and rich in learning potential, had lower uptake, indicating an opportunity to refine and enhance its design for future events. To further encourage engagement, players received event branded giveaways.

One of the most memorable aspects of the campaign was the Photo Wall Activation. After completing the activities, players posed for polaroid photos, that were displayed on a pledge wall, symbolising a commitment to uphold integrity throughout their cricketing careers. For many, it was also a treasured memento of their first-ever World Cup experience.

The campaign was a strong step forward in making integrity education more engaging and relatable for young players. Its success ensures that it will now feature at all future ICC U19 World Cups, with plans to expand to other events where it can deliver the greatest impact. As it continues to grow, the campaign will play a key role in shaping a generation of cricketers who value and uphold the principles of clean sport.