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Cadbury Dairy Milk: Mrs Mabena
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With 9.6 million illiterate adults in South Africa above the age of 15 Cadbury's latest integrated campaign is on a social mission to improve literacy in South Africa. Launching today in South Africa only, the campaign lands Cadbury’s brand purpose of shining a light on the power of human generosity and will lead with an emotive TVC. Created by VCCP London, the hero film 'Mrs Mabena', tells a powerful story of Sifiso, his mum and Mrs. Mabena who become more closely connected through a small but meaningful act of kindness and generosity. Mrs. Mabena looks after Sifiso whilst his mother is at work, insisting he learns English during their time together. We see a tense but familiar domestic scene of trying to homeschool him, Sifiso doing what he can to resist her strict instructions. When Sifiso sees his mother try to pay Mrs. Mabena and she refuses, he realises Mrs Mabena isn’t strict - she’s trying to help him and his mother. He decides to reward one act of generosity with another - slipping his own bar of Cadbury Dairy Milk into her bag. The film ends with her finding the chocolate and smiling, closing out with, ‘there’s a glass and a half in everyone’. The TVC will run alongside a consumer driven activation, created by partner agency Ogilvy South Africa. Driven by the stark fact that only 2% of books published in South Africa are in African languages, the activation will invite South Africans to help address the problem one word at a time, by translating words into their own language. Using human generosity to help tackle the issue, Cadbury has partnered with Nal’ibali and a range of South African authors to use these words to create children’s story books in African languages.
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