Website:

cadburyunicef.ca

Platform:

ForeFront, Flash, Bilingual

Industry:

Consumer Packaged Goods

Connect.

Interact.

Achieve.

Cadbury Adams generously donated $500,000 to UNICEF to build schools in Africa. Cadbury Adams also included information about UNICEF on the packaging of 4.3 million boxes and bags, supporting point of purchase displays and flyers. The promotional material encouraged candy purchasers to go to the chocolate.ca and cadburyunicef.ca websites to learn more about the need for schools in Africa and asked Canadians to join Cadbury in supporting UNICEF.

“This venture was a partnership which reflected the humanitarian values inherent in all Canadians,” said David Sculthorpe, President, Cadbury Adams Canada. “We believe that education is the foundation for prosperous, inclusive and healthy communities and that UNICEF offers us the opportunity to provide millions of kids with accessible education."

The cadburyunicef.ca website provides consumers with an in-depth look at Cadbury’s commitment, educates the public on the issues that UNICEF addresses and promotes support for UNICEF. The initial $500,000 that Cadbury Adams contributed will build 25 schools for children in Malawi and Rwanda. Colourful and emotional images and video clips focus on the educational needs of the children in Africa. An interactive map highlights the objectives in various regions. A chart demonstrates how the donations will be used; $20 will purchase two textbooks, $65 will provide training for two teachers, $600 provides school uniforms, school supplies and learning materials for 24 orphans and $5000 ensures a clean water source.

With a link to UNICEF.ca prominently displayed on every page, there is a strong call to action for Canadians to support UNICEF through donations that will help send thousands of African children to school.

The primary objective of this site was to announce and support Cadbury Adams’ commitment to UNICEF. Cadbury Adams also wanted to encourage other Canadians to consider following their humanitarian lead. Positive consumer response indicates that Cadbury Adams achieved its objectives.