Ad Standards awards its second Kinder Conditions award to Cadbury
Industry body Ad Standards has awarded its second Kinder Conditions award to Cadbury for its TVC that shows a little girl trying to buy her single mother a chocolate bar for her birthday with buttons and a plastic ring.
The ad was recognised for promoting social inclusion and that ‘actions speak louder than words’.
The Kinder Conditions awards were launched with Ad Standards’ own campaign in last year, challenging advertisers to move away from relying on stereotypes. The awards recognise socially progressive marketing communications.
The first award was granted to Booking.com in November, for its ad showing a man in a wheelchair, speeding down hill and enjoying the benefits of an accessible resort.
Ad Standards CEO, Fiona Jolly, praised Cadbury for its winning ad.
“Mum’s Birthday is an excellent example of leading creative that tells a positive social story, which is also a great news story for business,” Jolly said.
“Kinder conditions has effectively created a new space to recognise and create advertising that exceeds the already high standards set in the ad Codes to achieve better business outcomes,” Jolly said.
Brand equity director at Mondelez Australia, Anthony Ho, said: “We’re thrilled to have been nominated by the public for this award. It demonstrates that true kindness and generosity lives in all of us.
“Cadbury Dairy Milk has a rich heritage and nostalgia for many Australians. In a time of such turmoil and change, it’s the perfect time to reflect on our belief that ‘There’s a glass and a half in everyone’.”
Cadbury’s ‘Mum’s Birthday’ was also nominated for the first round of the awards.
Nominees for this round included Australia Post’s Christmas campaign, ‘Spread the Merry’, and aged care facility Bethanie’s Life Experts campaign.
Suncorp’s Team Girls campaign was also nominated for the second time.
The nominations were judged by the Ad Standards community panel, based on creativity, effectiveness in promoting positive messaging, and challenging stereotypes and cliches.
Jolly noted the quality of the second round of submissions.
“The high quality of all nominations shows how advertisers can go above and beyond the standards set out in the codes to create content which reflects and exceeds community standards and expectations,” she said.
