NRMA Insurance has built on its ongoing positioning as "A Help Company', launch a new campaign titled 'The Summer of Community Cricket'.

This initiative, which marks the continuation of its partnership with Cricket Australia, was created by NRMA parent company IAG agency's of record Accenture Song. The campaign's primary aim is to celebrate community cricket and the volunteers who make the games possible.

In a bid to further support local cricket, NRMA Insurance will organise events at cricket clubs across the country and provide grants to local clubs during the Test Series, with campaign assets be showcased on TV, digital platforms, out-of-home advertising, and across social media channels.

The campaign film, directed by Finch’s Alex Roberts, centres on a community cricket match and a local hero batter who receives support from his community. Accompanying the campaign is a reworked version of The Beatles’ classic song, 'Help!'.

"At NRMA Insurance, we believe connected communities are more resilient. Local cricket is great for the community, and it’s been helping Aussies get to know their neighbours and pitch in together for many generations. This summer NRMA Insurance is demonstrating its promise of help within the cultural context of sport, by fostering the kind of local connections that we know makes communities stronger," said IAG Chief Customer & Marketing Officer, Michelle Klein.

Accenture Song Executive Creative Director, Barbara Humphries, said: "We wanted to celebrate the community spirit that keeps these local games going, benefiting whole communities, beyond those holding a bat or ball. It’s a national partnership that turns up in a very local way, in the spirit of A Help Company."