Founder and Executive Director of WASH United, Thorsten Kiefer, describes the popularity of cricket in South Asia, and the opportunity it creates for a WASH media campaign. “As part of our partnership with ICC (the International Cricket Council), key matches of the tournament will be dedicated to promoting sanitation and good hygiene, including the most anticipated match of the tournament, India vs. Pakistan,” he writes in the Bill & Melinda Gates Foundation’s “Impatient Optimists” blog (3/21).