The 'One Game' initiative is being supported by a 60-second TV ad, created by Wilder, which will be shown at international Test arenas and in schools across the country later this month.
The ad focuses on a game of cricket featuring England players, village cricketers and children in schools and parks. England squad members involved include Monty Panesar and Kevin Pietersen.
Developed by the sport's national governing body and sports marketing agency Vero Communications, 'One Game' builds on earlier ECB attempts to broaden cricket's appeal.
In 2006, it teamed up with Npower to launch Urban Cricket, which led to the distribution of cricket kits to children and the setting up of Urban Cricket stadiums in five British cities.
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