Cadbury’s
Give A Doubt
There’s a crisis of confidence in young people today with 2.8 million young people saying they’ve given up hope; they’re plagued with crippling doubts for their futures.
Cadbury’s is all about generosity and we identified that revealing to someone that you too suffer from self doubt – is in fact a great act of generosity. Because you’re revealing something personal but also showing those feeling similarly that they’re not alone.
So we created a campaign to encourage people from across the UK to demonstrate that we all have doubts and in doing so, we help young people restore hope in their future.
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As well as launching on TV we sold special edition packs of Dairy Milk in stores with the doubts of public figures written on the front.
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We teamed up with major Premier League football teams so they could give their doubts.
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And we created a website for the public to give their doubts.
A few celebrities agreed to help us kick it off my donating theirs as well.