Cadbury will contribute $1 million to the Australian Paralympic Foundation to support the Australian Paralympic team in the lead-up to the Rio 2016 Paralympic Games.
The sponsorship will kick off a nationwide activation on Australia Day with the launch of a 'Bring the Joy' microsite to inspire Aussies to get behind the paralympians.
Wheelchair tennis and basketball paralympian Dylan Alcott has been named as Cadbury's ambassador for the campaign. Alcott will be part of the brand's multichannel activations encouraging Australians to throw their support behind the team.
Cadbury says the contribution cements the confectionery giant's role as 'joyfficial' partner for the team.
"The aim with our $1 million contribution is to ensure our para-athletes of today continue to have the opportunity to fulfil their dreams and build a platform for our next generation to follow their lead," Cadbury category director of choclate ANZ Kjetil Undhjem says.
"In the coming months, we will be continuing to provide the Foundation and the Paralympians with our full support ahead of the big event in September."
Australia hopes to send 170 athletes from 15 sports to the Paralympic Games in September, with the majority of funding coming from donations.
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