Mondelez's Cadbury has pledged $1 million to support the Australian Paralympic team in Rio this year.
Cadbury says this contribution to the Australian Paralympic Foundation will support the Australian Paralympic Team and the development of para-sport in Australia in the lead up to the Rio 2016 Paralympic Games.
The donation follows on from Cadbury's announced association with the team late last year and cements Cadbury's role as 'joyfficial' partners for the team, the company says.
The Australian Paralympic Foundation hopes to send 170 athletes from 15 sports to the Paralympic Games in Rio this September.
Cadbury will kick off a nationwide digital campaign showing their support for the team on Australia Day. Consumers will be encouraged to visit the campaign microsite and enter their dedicated messages of support for the Paralympians. These will then be shared with the Paralympians “in a surprising and impactful way” in Rio.
The campaign uses confetti as the glue throughout the campaign, acting as the key visual device to showcase the meaning of the messages.
The microsite will go live on Australia Day with online video content, along with interactive digital billboards and retail out-of-home billboards, illustrating how consumers can get involved.
Wheelchair tennis and basketball champion Dylan Alcott has been named as Cadbury's ambassador for the Paralympic campaign.
Kjetil Undhjem, category director chocolate ANZ said: "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."
