Cadbury has worked with its agency of record VCCP London to launch a new mental health and wellness campaign in partnership with The Prince’s Trust.
‘Give a Doubt’ will aim to break the stigma around self-doubt and encourage more people to open up about their struggles with their mental health.
The campaign was commissioned after research by Cadbury found that close to three quarters of the UK’s 18-30 year-olds face daily concerns over their future. An astonishing 34% had no confidence in achieving their personal and professional goals.
The campaign will be centred around two thirty-second spots produced by ITN advertising featuring high-profile celebrities such as Dame Helen Mirren, Paralympic champion Ellie Simmonds and former England striker Ian Wright.
A limited-edition run of the confectioner’s bars will also be produced to promote ‘Give a Doubt’ with special packaging featuring the doubts of famous footballers Ian Wright, Gary Neville and Steph Houghton.
QR codes displayed on the bars will take customers to a specially created hub run with The Prince’s Trust which will offer young people the chance to receive guidance, support and advice to overcome self-doubt and thrive.
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“Through the ‘Give A Doubt’ campaign, we want to get everyone sharing their own doubts, starting a conversation to show that day-to-day uncertainties are normal, and that we all experience them,” Cadbury marketing manager, Michael Moore said.
“Sharing a doubt of your own is an act of generosity that will help young people nationwide to feel more confident about their futures.”
The Prince’s Trust chief executive Jonathan Townsend said: “Self-doubt and lack of opportunity should not hold young people back from having thriving, positive futures.
“At The Prince’s Trust we help young people into jobs and training, and we know that with the right opportunities and self-belief, every young person, no matter what adversity they face, can succeed and achieve their goals in life.”
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