In Our Own Words Cadbury

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Overview

The legacy of apartheid in South Africa continues to affect the people of the country. Literacy rates remain low, due in part to the long-held focus on teaching in only two of the country's 11 official languages: English and Afrikaans. As a brand with generosity at its core, Cadbury came up with a solution to help ensure that young children have the opportunity to learn how to read with books in their home language. "In Our Own Words" is a digital campaign that invites people to translate just a single word into their own language. Authors then took the translated words and turned them into children's books in all languages, giving everyone an equal chance at falling in love with reading at an early age.

Capability

  • PR
    Experience

Team

  • South Africa
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