The International Cricket Council (ICC) has launched an empowering campaign championing women’s cricket as England prepares to host the 2017 Women’s Cricket World Cup.

The campaign, spearheaded by creative agency HSE Cake, was revealed during the Women’s Sport Trust ‘Changing the Visual Landscape of Women’s Sport’ event, as part of Women’s Sport Week to showcase the skill, dynamism and performance of players in the tournament as England steps up as host nation.

The graphics and video – dubbed ‘Who Runs The World’ – aim to celebrate the achievements and athleticism of the female players in a push to continue the growth of the women’s version of the sport by showcasing world-class players such as England captain Heather Knight, New Zealand captain Suzie Bates, Australia all-rounder Ellyse Perry, West Indies captain Stafanie Taylor and South Africa captain Dane Van Niekerk.

Steve Elworthy, tournament director of ICC Women’s World Cup 2017, said: “When HSEC first presented the idea to us, we knew it was an ambitious and gutsy approach. We are proud to be launching as powerful a campaign as ‘Who Runs the World.’ We feel a great duty to be raising awareness of this great sport and drawing attention to the undeniable athleticism of the team. I’m looking forward to seeing packed stadiums as these teams get the reception they truly deserve.”

Lizzy Pollot, associate creative director at HSE Cake, said: “For us the climate was right for a truly empowered campaign. We already have a woman Prime Minister and by the end of next month, we may well have a woman President in the US too. The actual creative style was inspired by Russian avant garde graphics – that feeling of a revolution, a movement and a sense of excitement about change. For me, that revolution has already started and we hope this campaign is received in a similar spirit, and is truly embraced by the British public. Who Runs the World? In 2017, I’m proud to say, it’s going to be girl.”

Clare Connor, who played in three World Cups for England between 1997 and 2005 and is chair of the ICC Women’s Committee, added: “It has been inspiring to see the women’s cricket landscape change over the course of the past decade since I stopped playing; both in terms of the number of professional female cricketers now recognised around the world and the changing tide of media and commercial support. This dynamic campaign really justifies the quality, skill and power of the female athletes involved in the ICC Women’s World Cup 2017.”

HSE Cake will also deliver a marketing and advertising campaign for next Summer’s Champions Trophy.