Confectionary company, Cadbury, has 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 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.
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 Rio.
Named as Cadbury’s ambassador for the campaign is wheelchair tennis and basketball champion, Dylan Alcott.
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.
Kjetil Undhjem, Category Director Chocolate ANZ 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.”
The campaign forms part of the company’s wider strategic mission to ‘bring on the joy’ to all Australians in the lead up to the Olympic and Paralympic games.