Cadbury Donate Your Kit
Cadbury ignites New Zealand’s generosity to help more kids get involved in sport.
The Challenge
Child poverty is the single biggest social issue in New Zealand, limiting the opportunities for many kids to participate with their peers. Particularly in sport, where 1 in 8 kiwi kids feel excluded because they don’t have the kit.
Cadbury NZ wanted to prove how New Zealanders’ generosity can help more kids get into sport.
Our Approach
Cadbury’s Donate Your Kit campaign helped to ignite the generosity of Kiwis to donate their pre-loved sports gear to help thousands of excluded kids get involved in sport. Cadbury kicked off the cause by donating 10,000 items of sports gear.
The campaign inspired the nation to donate sports gear into our iconic purple donation lockers located in community centres, sports clubs and gyms up and down the country, or our virtual locker on the website. TVC, OOH, radio, social, and an Olympic sponsorship supported the campaign.
Results
Donate Your Kit is building national momentum, providing kids with over 60,000 pieces of kit so far, and happily proving ‘There’s a glass and a half in everyone’.
To celebrate this, we launched a campaign thanking New Zealanders for their generosity, including Cadbury’s Olympic & Paralympic ambassadors highlighting the positive impact of the campaign on kids in need.
