An article in 'Design Week' published today describes how the English and Wales cricket boards have paid for in-school publicity materials in order to boost take up of the sport. Could the bike trade do something similar?
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Of course, in the days when the BA employed PR man David Collins, it did. But anyway, here's the cricket initiative...

Channel 4 and the England and Wales Cricket Board linked up to launch Howzat!, a new initiative to encourage school children to play cricket. It was created by London design group Synergy.

According to 'Design Week', resource packs have been designed to appeal to primary school teachers and children in the classroom

Justin deSyllas, Synergy senior graphic designer, said:

"We had to avoid overtly technical material, which would alienate our audience, many of whom have never played cricket before."

Synergy has created a robust pack which stands out from other classroom materials. It is A4 format for easy photocopying and storage.

Howzat! is linked to the National Curriculum 2000 and 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.

Channel 4? Hmm, don't they cover some cycle event every summer? Er, the same major international sporting event that was bumped to make way for cricket!

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