Cadbury Dairy Milk is tapping into South Africa’s boundless generosity to shed light on the plight of South Africa’s 3.7 million orphaned children. ‘The Little Generosity Shop’ will give the country the chance to make a difference in the lives of as many children as possible by collecting toys, books and games – in exchange for a Cadbury Dairy Milk chocolate.
The campaign started with the image of thousands of paper planes floating down the hollow centre of the iconic Ponte building, highlighting the fact that 3.7 million orphans have very little opportunity to experience even the smallest of delights – a toy of their own, to play with.
In a bid to help change that, Cadbury Dairy Milk is bringing ‘The Little Generosity Shop’ to Johannesburg, Durban and Cape Town to collect as many toys, games and books as possible, for them. A mobile ‘Little Generosity Shop’ will also be roaming the country to inspire the spirit of generosity.
While true generosity doesn’t ask for any reward, Cadbury Dairy Milk will be thanking South Africa for showing that “there’s a glass and a half” in everyone by handing over a Cadbury Dairy Milk chocolate, in exchange for donations at ‘The Little Generosity Shop’.
When visiting ‘The Little Generosity Shop’, consumers have the opportunity to write a personalised message to a child they will be donating their toy to. In addition, visitors will be able to learn about the history of Cadbury Dairy Milk and pick up tips on how to spread their generosity even further with ‘Cadbury Chronicles’. The interactive wall will show how the journey of a single donated toy inspires untold happiness and will track the number of toys collected as part of the campaign.
Cadbury Dairy Milk is bringing ‘The Little Generosity Shop’ to:
• Johannesburg: Sandton City, Checkers Court (29 May – 17 June)
• Durban: Gateway Theatre of Shopping, Centre Court (25 June – 8 July)
• Cape Town: Canal Walk Shopping Centre, Centre Court (19 July – 5 August)
The mobile ‘Little Generosity Shop’ will also be visiting:
• Bloemfontein: Loch Logan (7, 8 & 9 June)
• Port Elizabeth: Baywest Mall (15 & 16 June)
• Pretoria: Irene Village Mall (28, 29 & 30 June)
• Nelspruit: Riverside Mall (12, 13 & 14 July)
Through ‘The Little Generosity Shop’, South Africans will have a platform to share the spirit of generosity. And so, we are urging all South Africans to get together and get behind this wonderful initiative. Together we can all be more generous. Not just by giving a toy to a child in need, but every day, with each other.”
Lara Sidersky, Mondelez SA Category Lead for Chocolate