Npower is rolling out a national press and radio campaign today, as part of its effort to get the nation behind the England Cricket Team for the fifth Ashes Test. It aims to encourage the public to sing the well-known hymn Jerusalem.
The England & Wales Cricket Board is supporting the campaign as npower hopes to persuade the nation to stop work for five minutes and sing Jerusalem. The hymn has been played at the Oval ground prior to a Test match since 2003. Channel 4 will also play the hymn live from the ground at 10.25 am tomorrow.
Npower and England cricket captain Michael Vaughan have joined forces to get the English, and their Welsh and Scottish neighbours, to sing the William Blake hymn. The PR campaign has already started.
As well as ads in national newspapers and across Newslink slots on GCap Media radio stations, npower will send an e-mail to cricket databases with the song words attached. It will also run a viral e-mail campaign.
Npower has sponsored the England cricket team since 2001, sponsors village cricket and runs schemes that enable children to attend high-profile matches.