Tuesday, June 18, 2024

Cadbury donates $1 million to the Australian Paralympic Foundation

cadbury_paralympians_WEBThe donation is part of Cadbury’s pledge to support the Australian Paralympic Team and the development of para-sport in Australia in the lead-up to the Rio 2016 Paralympic Games.

The contribution cements Cadbury’s role as ‘joyfficial’ partners for the team, following the announcement of the association at the end of 2015.

The donation comes at a crucial time for the Australian Paralympic Foundation, which hopes to send 170 athletes from 15 sports to the Paralympic Games in Rio this September. A majority of the foundation’s funding for Australian Paralympic teams is generated from donations such as Cadbury’s, making this gift a vital lifeline.

Cadbury kicked off a nationwide activation to demonstrate their support for the team on Australia Day with the launch of a digital campaign designed to inspire Aussies to get behind the Para-athletes.

The campaign – comprising interactive digital and retail out-of-home billboards – encourages consumers support the Paralympians. All messages captured around Australia will be shared with the Paralympians in a surprising and impactful way in Rio.

The campaign uses confetti as the glue throughout the campaign, acting as the key visual device to showcase the meaning of the messages.

Next month, consumers will see the partnership come to life further through retail channels with a call out to Cadbury’s $1 million contribution on their Cadbury Dairy Milk 200g blocks, as well as other key activations with major national grocery outlets.

“We’re calling all Australians to join us in our mission to show support and appreciation for the Australian Paralympic team and rally behind the athletes on their journey to the 2016 Rio Paralympic Games,” Cadbury Head of Strategic Partnerships and Events Lauren Fildes said.

“We are really excited about our campaign, which provides the chance to inspire our Para-athletes and give something back to them as they seek to bring joy to the nation. We encourage all Australians to head online in the coming weeks and get involved to help us shower the athletes with an overwhelming level of support.”

Wheelchair tennis and basketball champion Dylan Alcott has been named as Cadbury’s ambassador for the Paralympic campaign. Mr Alcott will be part of the brand’s multichannel activations and will be encouraging Australians to join him and the rest of the team on their journey to the games.

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