Cadbury Right To Play-A Great Canadian Program

Wednesday, June 2, 2010

Cadbury Partners with Right To Play to Change the Lives of Thousands of Children Through the Power of Play

All-star athletes support new program through which

Canadians can help change a child’s life and win a life-changing experience

Around the world, a staggering number of children are growing up without learning the life skills necessary to develop into thriving, happy and healthy adults. With values rooted in fostering healthy and inclusive communities, Cadbury recognizes the need for this vital education and today announces the launch of the Cadbury Right To Play promotion. This unique initiative is part of a three-year partnership with Canadian-based humanitarian organization Right To Play, and will help change the lives of at least 4,000 children in developing countries.

Right To Play uses sport and play programs to provide life saving and life transforming lessons to children in 23 countries affected by war, poverty and disease in Africa, Asia, the Middle East and South America. Life lessons include games such as “Malaria Area,” which helps children understand the impact of a mosquito bite and the precautions they need to take to stay safe and healthy. The program is also supported by a star-studded roster of Right To Play Athlete Ambassadors, including Team Canada Olympic gold medalists, Hayley Wickenheiser and Joe Thornton; Hockey Hall of Famer, Luc Robitaille; hockey legend, Joe Sakic and all star and hockey Olympian, Zdeno Chara, who know first-hand the true power of sport to teach life skills, health, community and cooperation.

“Cadbury is committed to forming partnerships that help address global social, economic and environmental concerns and supporting the positive development of children is vital to this objective,” says Aditi Burman, Senior Brand Manager, Total Confectionery, Cadbury North America - Canada. “This program builds on the work we did last year in distributing 5,000 bikes to children in more than 200 communities in Ghana, Africa, providing kids in need with a reliable means of travel to school. Through Right To Play, we’re now empowering Canadians to support an organization dedicated to help children gain the skills they need to succeed in life.”

Play, Learn and Make a Difference!

Starting April 5, 2010 through July 31, 2010, Canadians can participate by visiting and help Cadbury provide at least 4,000 kids in disadvantaged communities with much-needed lessons on safety, disease, hope and co-operation through year-long curriculum programs taught by Right To Play.

On the website, consumers can enter the UPC code from any participating Cadbury confectionery product; for each UPC entered, Cadbury will donate one life lesson to a child through Right To Play. A year-long, Right To Play curriculum program for one child includes 100 life lessons and Cadbury’s aim is to provide more than 400,000 life lessons to kids who need them the most.

400,000 UPCs = 400,000 life lessons = a one year curriculum for 4,000 children

Win a Life-changing Experience Through the Power of Play In addition to giving life lessons through participating Cadbury UPC codes on, one lucky Canadian and a friend will win an experience of a lifetime; the opportunity to join gold medal-winning, Right to Play Athlete Ambassador, Hayley Wickenheiser, on a special field mission to Ghana, Africa, to teach life-changing skills to young people.

Ghana is one of the 23 countries around the world where Right To Play does its good work and the country also holds special significance for Cadbury. Cadbury has been sourcing cocoa from Ghana for more than 100 years and is positively impacting the country’s socio-economic and environmental sustainability through partnerships and programs.

Participating Cadbury brands include chocolate favourites, such as Caramilk and Dairy Milk; leading gum brands like Trident, Dentyne and Stride; Maynards candy, including Maynards Wine Gums, Sour Patch Kids and Sour Cherry Blasters; and all Halls products. Full rules and contest details are available at:

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