Sweet success for Cadbury’s Spots v Stripes campaign

Cadbury’s Spots v Stripes Community events and experiential programme has been hailed a success for bringing together local communities over a two-year period. Research by Sheffield Hallam University’s Sports Research Centre found that 1,882 events across the country have brought 120,000 people together. As a result 83 per cent of participants said that they were now more likely to get involved in community activities because of the campaign and 49 per cent would get involved in sports.

Cadbury, a London 2012 Tier Two sponsor, worked with charity Groundwork to host community events in disadvantaged areas. Egg and spoon races, football by headlamp and Jenga have all been held in a bid to engage communities through sport and interaction. The campaign aimed to recruit volunteers – of the 2,923 volunteers recruited 471 are now long-term and committed to helping local projects and associations in their area.

According to Professor Peter Taylor, the report’s author, more research into the social impact of Cadbury’s campaign will be conducted in 2012 including social return on investment and the importance of legacy.

Taylor commented: “The interim social impact results show that the programme is already a significant contribution by Cadbury to the broader context of celebration with the London 2012 Olympic Games and Paralympic Games at the heart.”