Cadbury has announced it will contribute $1 million to the Australian Paralympic Foundation as part of its pledge of support for 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. Cadbury will kick off a nationwide activation to demonstrate its support for the team on Australia Day with the launch of a digital campaign designed to inspire Aussies to get behind the para-athletes.
Consumers will be encouraged to visit the campaign microsite and enter dedicated messages of support for the paralympians. The messages will then be shared with the paralympians in a surprising and impactful way in Rio. In addition to the site, Cadbury will also launch interactive digital billboards and retail out of home billboards on Australia Day.
Cadbury’s ambassador for the paralympic campaign, wheelchair tennis and basketball champion, Dylan Alcott, will be part of the brand’s multi-channel activations and will be encouraging Australians to join him and the rest of the team on their journey to the Games.
The campaign forms part of Cadbury’s wider strategic mission to ‘bring on the joy’ to all Australians in the lead up to the Olympic and Paralympic Games.
Kjetil Undhjem, category director chocolate ANZ, Cadbury, said: “We are honoured to be a major partner of the Australian Paralympic Team and are delighted to be able to help them make a difference. The aim with our $1 million contribution is to ensure our para-athletes of today continue to have the opportunity to fulfil their dreams and build a platform for our next generation to follow their lead. In the coming months, we will be continuing to provide the foundation and the paralympians with our full support ahead of the big event in September.”
From Monday, February 1, 2016 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.
Lauren Fildes, head of strategic partnerships and events at Cadbury, said: “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. 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.”