They can be a simple moment of appreciation or quality time spent with loved ones to brighten their day. These are the acts that make the biggest impact, says Cadbury.
Although South Africa is a nation seeped in the spirit of Ubuntu, according to the Charities Aid Foundation (CAF) 2022 World Giving Index, the nation's global generosity ranking has dropped since 2021.
According to the study, while global generosity grew, the country's index score decreased by 6%, from a global ranking of 21 in 2020 to 87 in 2021.
A spokesperson for the Charities Aid Foundation Southern Africa commented that while South Africa's generous nature is still evident, the effects of economic and social pressure on the South African population, especially in a post-pandemic world, have impacted our giving behaviour.
Lara Sidersky, Mondelez SA category lead for chocolate, says, "We're asking South Africans to embrace this initiative by offering heartfelt gestures of gratitude to those who have positively impacted their lives this year, calling on them to pause and acknowledge the people who have made a difference. These heartfelt thank yous will be celebrated across Mzansi, in real-time, through the newly introduced Cadbury GeneroCity Map."
The interactive map visually tracks how each South African province ranks based on the moments of:
- sharing
- generosity
- kindness, and
- selflessness individuals share during the festive season.
According to the brand, this gives Cadbury a view of which Mzansi province is leading with generosity. This is achieved through the map's heatmap technology, which lights up when a gesture of generosity is shared.
Uniting South Africans in shared generosity
Cadbury says that it is bringing the people of Mzansi more opportunities to express their generosity when they visit the Cadbury GeneroCity Studios, where they can immerse themselves in a memorable festive experience.
The Cadbury GeneroCity Studio will be at the Mall of Africa in Johannesburg from Tuesday, 12 December to Monday, 18 December, before moving to Gateway Theatre of Shopping in Durban from Tuesday, 19 to Sunday, 24 December.
The limited-edition Cadbury Festive Range is back
The brand says, "What better way to give a token of thanks to those around you than with the special-edition Cadbury Dairy Milk Festive Range?"
It features four festive 150g slabs, including:
- Cadbury Dairy Milk Festive Gingerbread
- Cadbury Dream Cinnamon Crunch
- Cadbury Dairy Milk Butterscotch & Crushed Almonds, and
- the Cadbury Dream Coconut & Hazelnut Bliss.
The range also includes Cadbury Santa and Reindeer-shaped chocolates, and the Cadbury Dream-coated Whispers Snowballs with malted honeycomb centres.
Cadbury concludes that the Cadbury Festive range, which is ideal for gifting, sharing and treating friends and family over the season of giving, is available from all major retailers nationally while stocks last.