Cadbury Diary Milk collects 90, 898 pre-loved toys, books and games through 'The Little Generosity Shop' initiative

10 September 2019

#GlassAndAHalf #TheLittleGenerosityShop

In May 2019, Cadbury Dairy Milk tapped into South Africa's boundless generosity to shed light on the fact that there are millions of orphaned and vulnerable children in South Africa. ' The Little Generosity Shop' gave the country the chance to make a difference in the lives of as many children as possible by collecting pre-loved toys, books and games - in exchange for a Cadbury Dairy Milk Chocolate.

'The Little Generosity Shop' travelled across the country, from Johannesburg, Port Elizabeth, Cape-Town, Durban and Nelspruit to Pretoria and Bloemfontein, collecting an incredible 90 898 pre- loved toys, books and games.

What truly made the 'The Little Generosity Shop' unique, was when visiting the shop, consumers had the opportunity to write a personalised message to a child that they donated their toy, book or game to. In addition, visitors were able to learn about the history of Cadbury Dairy Milk and pick up tips on how to spread their generosity even further with the 'Cadbury Chronicles', which is a newspaper that consumers could enjoy whilst in the shop.

The items that were collected have been donated to various beneficiaries, one of which is the SOS Children's Village (SOS CV), an independent , non-governmental organization that offers family-like care for children and young people who have lost or are at risk of losing parental care. As a childcare and development organization, SOS CV also advocates for the rights of South Africa's most marginalised children.

We are so touched by the donations from Cadbury Dairy Milk. We are truly grateful to each and every person who participated in the campaign by generously giving their pre-loved toys, books and games to the children in our village and bringing a smile to their faces."

Says Victor Thinavhuyo, Programme Development Coordinator at SOS Children's Village

Some of the other beneficiaries that were touched by this initiative included Kids Haven , Lebone Village, Baby Moses Child Sanctuary and Heaven's Nest Child Care and Recreation Centre.

We are thrilled with the amount of donations received by South Africans. On behalf of the brand we extend our utmost thanks to every person who visited ' The Little Generosity Shop' and helped make a difference to the lives of children in South Africa. This campaign has highlighted that our country has the potential to come together and show their generous spirit; not just by giving a toy to a child in need, but every day, by showing small acts of kindness to one another."

Says Lara Sidersky, Mondelez SA Category Lead for Chocolate.

Please visit our website www.cadburyglassandahalf.co.za to see the full list of beneficiaries that benefited from your generosity. You can also follow us on @CadburyDairyMilkSA on Facebook or @Cadbury_SA on Twitter and Instagram for more information.

#GlassAndAHalf #TheLittleGenerosityShop