Cadbury Dairy Milk says that it would like to shine a light on the need for connection and the need to lift others up. "Now, more than ever, we have the chance to bring about positive change — this time by giving our children the precious gift of childhood," says Cadbury.

in 2019, the brand saw South Africans donate over 100 000 pre-loved toys, books and games to orphaned and vulnerable children via the Cadbury Dairy Milk 'The Little Generosity Shop' and 'GenerosiTrees' activations. Cadbury Dairy Milk has again called on all South Africans to join forces to support orphaned and vulnerable children by 'facilitating their right to play'.

The chocolate brand says that, for a limited time, when customers purchase one of five 80g or 150g Cadbury Dairy Milk variants that are wrapped in special edition sleeves, they will help to contribute towards R1-million worth of educational toys, books and games to orphaned and vulnerable children across South Africa.

"Play is vital to a child’s development — so important in fact that the UN Convention on the Rights of the Child protects children's rights to 'engage in play and recreational activities'," says Cadbury.

Human potential and parenting expert Nikki Bush says, "Our children are our nation's most important and most neglected asset. We need to change this and play is one of the most profound ways in which to do so."

"To play is to learn; it helps children understand their environment and helps them with problem-solving and it enriches their creativity and develops leadership skills. Play touches, play teaches, play builds, play heals, play loves," adds Bush.

"Play is the language of childhood and the kindest and least stressful way to create a lifelong love of learning. We need to provide children with a rich multisensory environment of experiences and tools with which to do so," says Bush.

Nikki says that orphaned and vulnerable children across the country are now confined with limited access to stimulation; this is why 't's now more important than ever to provide the engaging materials like educational toys, books and games that children need to fuel their thirst to learn.

"Generosity is at the core of everything we do. At a time when inspiring goodness is key, we want to offer South Africans an opportunity to help enrich the lives of orphaned and vulnerable children across our country," concludes Lara Sidersky, Mondelez SA category lead for chocolate. 
 
Cadbury has indicated that the SOS Children's Village will again be one of several beneficiaries that Cadbury Dairy Milk is partnering with for its initiative. This independent, non-governmental organisation offers family-like care for children and young people who have lost, or are at risk of losing, parental care.  

For more information, visit www.cadbury.co.za. You can also follow Cadbury on Facebook or on Twitter.