Cadbury is inspiring South Africa to give a little thanks this festive season with their latest campaign. Although South Africa is a nation seeped in the spirit of Ubuntu, according to the Charities Aid Foundation (CAF) 2022 World Giving Index (source) the nation’s global generosity ranking has dropped since 2021.
According to the study, while global generosity grew, the country’s index score decreased by 6%, from a global ranking of 21 in 2020 to 87 in 2021. A spokesperson for the Charities Aid Foundation Southern Africa commented that while South Africa’s generous nature is still evident, the effects of economic and social pressure on the South African population, especially in a post pandemic world, has impacted our giving behaviour.
Cadbury’s campaign asking South Africans to ‘Give a Little Thanks this Festive Season’ is a reminder that acts of generosity don’t have to be grand gestures for them to be felt and remembered. They can be a simple moment of appreciation or quality time spent with loved ones to brighten their day. These are the acts that make the biggest impact.
Lara Sidersky, Mondelez SA Category Lead for Chocolate, said: ‘We’re asking South Africans to embrace this initiative by offering heartfelt gestures of gratitude to those who have positively impacted their life this year. We’re calling on them to pause and acknowledge the people who have made a difference. These heartfelt thank you’s will be celebrated across Mzansi, in real-time, through the newly introduced Cadbury GeneroCity Map.’
The interactive map visually tracks how each South African province ranks based on the moments of sharing, generosity, kindness, and selflessness individuals share during the festive season, giving a view of which Mzansi province is leading with generosity. This is achieved through the map’s heatmap technology, which lights up when a gesture of generosity is shared.
CADBURY
www.cadbury.co.za
