CADBURY has today announced it will be contributing $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.
The donation comes at a crucial time for 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 will kick off a nationwide activation to demonstrate their support for the Team on Australia Day (26 January) 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 their dedicated messages of support for 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. The microsite will go live on Australia Day with online video content, along with interactive digital billboards and retail out-of-home billboards, illustrating how consumers can get involved.
Wheelchair tennis and basketball champion Dylan Alcott has been named as CADBURY’s ambassador for the Paralympic campaign. 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.
Category director chocolate ANZ Kjetl Undhjem 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 1 February, 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.
CADBURY head of strategic partnerships and events Lauren Fildes added, “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.”
Australian Paralympic Committee CEO Lynne Anderson said, “Rio 2016 will be the most competitive Paralympic Games in history. To have such incredible support from Cadbury gets us one step closer to ensuring that every member of the Australian Paralympic Team is given the opportunity to succeed against the best in the world.
“The newly created Australian Paralympic Foundation is lucky to have the backing of some of Australia’s biggest corporate sponsors and sporting bodies. The impact of their donations will be felt by the wider Australian Paralympic network too introducing young Australians with a disability to elite competition, creating the Paralympic superstars of tomorrow and ultimately changing lives through the power of sport.”
More details about CADBURY’s Paralympic campaign will be announced in the coming months. CADBURY are also partners of the Australian Olympic Team and will be supporting Olympic athletes in the build-up to the 2016 Rio Olympic Games in August. Further details on this activity will be revealed soon.