The Effie Awards represents the pinnacle in advertising effectiveness. Because of its demanding and empirical nature, in country after country the Effie’s is increasingly considered the ‘one to win’.
Going toe to toe with powerful blue chip competitors in the PR/Experiential category, 2021 Effie Awards Aotearoa recognised VCCP and Cadbury NZ for a powerful and socially meaningful activation that was a catalyst for a massive brand recovery.
Cadbury NZ used its brand platform ‘generous instinct’ to shine a light on child poverty. More specifically, how poverty excludes 1 in 8 Kiwi kids from everyday activities that are important for their social, physical and mental wellbeing.
“Donate your kit” was the idea that ignited the generosity of Kiwis to donate their pre-loved sports kit to Kiwi kids in need - ultimately driving greater social inclusion for children living in poverty.
The campaign not only raised awareness, 70 000 in kit donations and impacted 70% of lower decile schools, but was the catalyst for a significant brand revitalisation. After 10 years of decline, brand power, trust and key equity metrics all turned the corner, and sales outgrew the category.