Cadbury plays with global non-profit

The candy co teams with charity Right to Play to raise funds and awareness with online and on-pack promotion.

Cadbury is set to spread some joy to disadvantaged children in countries around the world.

The Cadbury Right to Play promotion, launched this month and running until the end of July, is an in-store and online promotion based around a microsite called On the website, consumers can enter UPC codes from Cadbury products to provide a child with ‘one life-changing lesson through play.’ They can also enter to win a trip to Ghana, Africa to accompany hockey player and Right to Play supporter Hayley Wickenheiser as she teaches children new skills through sport.

The program is being promoted exclusively through point-of-sale and the website, all handled by Step 3 Sport and Entertainment in Aurora, ON, with PR by Strategic Objectives.

Targeting 18- to 34-year-olds, the goal of the campaign is to support Right to Play by funding lessons for 4,000 children in disadvantaged communities worldwide. Canadian Right to Play ‘ambassadors’ include hockey players Joe Thorton, Joe Sakic, Zdeno Chara and Luc Robitaille.

Cadbury was title sponsor of RtP’s World of Play venue in Vancouver during the Olympics, as part of a new three-year partnership.