Cadbury and VCCP Ignite Kiwis' Generosity

Cadbury Dairy Milk believes there’s ‘a glass and a half in everyone’, and is bringing this innate generosity to light in communities all over the world. 

In the latest expression, Cadbury New Zealand and VCCP have launched a nationwide community initiative that will drive awareness of, and indeed tackle, the issue of social exclusion of disadvantaged Kiwi children. In response to research from Sport New Zealand which found that 1 in 8 kids feel excluded from sport because they don’t have the gear, Cadbury aims to ignite the generosity of Kiwi communities to donate their pre-loved sports kit to enable all kids who want to, to participate in sport. This ‘Donate Your Kit’ campaign hopes to drive greater inclusion of children in a country where sport plays such an important role in personal and social development, and in bringing people together.

The campaign has kicked off with Cadbury themselves donating 10,000 items of sports gear. Then, through multi-channel communications, inspire the nation to do the same. To make donating easy, Cadbury have created iconic purple donation lockers that are appearing up and down the country in community centres, sports clubs and gyms. Or, New Zealanders can use a “virtual locker” on the campaign hub, CadburyDonateYourKit.co.nz, to book a free courier pick up from their home. The campaign is supported with events, online film, OOH, radio and social, and notably, an Olympic sponsorship, all working together to rally donation.  The gear will then be distributed by charity partner KidsCan to those who need it most.

You can check out a spot for the campaign below:

The campaign builds on Cadbury’s successful ‘Glass and a half in everyone’ creative platform that has already stirred audiences through the TV executions “Mum’s Birthday’ and ‘Fence’.  

Anthony Ho, Mondelez Brand Equity Director ANZ said: “We are proud to be able to play a part in tackling such a significant social issue – and one that can have a profound impact on Kiwi children. When businesses can be used to change people’s lives for the better, this for me is true success. It’s been a huge team effort and I’d like to thank the partners and agencies involved.”