Military march

Our Award-Winning 2018 Partnership with Cadbury

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Our work with Cadbury to commemorate the centenary of the First World War won an award for Best Fundraising Campaign.

By showcasing their rich heritage, we together took gold for Campaigns for Good’s Best Fundraising Campaign. In partnership with the Royal British Legion, Cadbury digitised archived photos and first-hand diary extracts to create a cutting edge digital campaign that retold company employee stories of commitment and sacrifice.

They then crafted these assets into videos, narrated by people who are supported by a RBL art-based recovery programme.

The videos were accompanied by articles that told the story of the ‘Cadbury Angels’, women who took up roles within the business during war time and sent almost 30,000 care packages to men serving on the frontline.

Alongside this amazing campaign, Cadbury launched a limited edition Cadbury Dairy Milk bar, featuring the 1918 design.

For every pack sold, they donated 30p to RBL.

They raised more than £300,000 overall. Cadbury also gifted chocolate bars to our network of pop-in centres to help make difficult conversations that little bit easier for those looking for support.


We are proud of the success our partnership with Cadbury achieved, and to have had them on board in promoting our 2018 Thank You Movement.

Find out how your company could get involved with RBL

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