Cadbury has presented the Australian Paralympic Team with thousands of personal messages of support from fans across the nation as part of their campaign to Bring on the Joy in the lead-up to the Rio 2016 Paralympic Games.
The activity forms part of Cadbury’s mission to rally Australians together and support the 2016 Australian Paralympic Team as the athletes prepare to compete in Rio.
As an Official Partner of the 2016 Australian Paralympic Team, Cadbury has pledged its support with an AUD $1 million contribution towards the development of para-sport in Australia.
The brand has continued its support by championing the Team as part of its consumer marketing campaign which kicked off earlier this year, encouraging fans to show their support for the athletes through a dedicated digital activation. Australians responded in their droves with over 5,000 messages shared, aimed at inspiring the para-athletes as they prepare to compete on the world’s biggest stage.
At an event held in Sydney this week, many of the Australian Paralympic Team came together as part of a celebration of the campaign and Cadbury’s contribution to the Team’s efforts. Athletes were showered with messages in many different ways as a demonstration of the support received from the public.
All messages that were shared have been printed in a specially-designed book for the athletes to keep as a reminder of the nation’s unwavering support for the team.
Messages to athletes included, “You’re all an inspiration to this country, go for gold! Aussie Aussie Aussie oi oi oi! We know you’ll do us proud!” along with some chocolate-related inspiration: “It will be a rocky road and no PICNIC, but give it a TWIRL to get the OLD GOLD and it will be all ROSES, with a TIME-OUT to BOOST.”
Lauren Fildes, head of strategic partnerships and events at Cadbury, said, “Australia has really come together to get behind the Australian Paralympic Team.
“We were overwhelmed by the response from Australians eager to share their special messages with our para-athletes, and give them an added boost before they head to Rio. We’re delighted to have the opportunity to be partners of the team and we will be right behind them in Rio!”
Lynne Anderson, CEO at the Australian Paralympic Committee, added, “Cadbury has been such an integral part of the Australian Paralympic Team’s Rio campaign so far.
“We are grateful to have such a supportive partner who has helped create an unbelievable buzz around our Team as the Paralympic Games approach. To know the Australian public is right behind us provides all of our athletes with a huge boost.”
The Australian Paralympic Committee will be sending an Australian team of more than 170 para-athletes from every Australian State and Territory to compete in up to 15 sports at the Rio 2016 Paralympic Games.