Channel 4 and the England and Wales Cricket Board are launching Howzat!, a new initiative to encourage school children to play cricket, created by London design group Synergy.
The consultancy has designed the project’s marketing material and created the name – a cricketing term for an appeal to the umpire. Resource packs have been designed to appeal to primary school teachers and children in the classroom, says Justin deSyllas, Synergy senior graphic designer. “We had to avoid overtly technical material, which would alienate our audience, many of whom have never played cricket before,” he adds.
Synergy has aimed to create a robust pack which stands out from other classroom materials, and has stayed with an A4 format for easy photocopying and storage, adds deSyllas.
Howzat!, which is linked to the National Curriculum 2000, is launched tomorrow by minister for sport Kate Hoey MP, ECB chairman Lord Maclaurin, and Channel 4’s director of strategy and development David Brook.
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