The initiative comes as part of a wider campaign to increase visibility and inspire the next generation with role models – driving the message that you’ve got to see it to be it – and supporting the continued growth and equality of women’s sports in Australia.
According to statistics, 1 in 2 girls drop out of sports by the age of 15, and more than two-thirds of adult Australian females were classified as being sedentary or having low levels of exercise.
“We believe that sport should be enjoyed by all, which is why we’re committed to increasing the visibility of women’s sport and supporting the next generation to realise what’s possible. For the first time in our history, we’re also proud to be using our most iconic chocolate block to profile four trailblazing female athletes and their achievements – for all Australians to see!” states Jessica Finger, Marketing Manager – Equity and Sponsorships at Mondelez International.
Going even further, the choccie brand is giving Aussies the chance to win tickets to women’s sporting matches across the country. The initiative enables Australians to take a girl to a game in the future and from 12.01am (AEST) on 01/09/2021 to 11.59pm (AEDT) on 28/11/2021, people can register their CADBURY DAIRY MILK pack online to go in the running to win tickets from various sporting codes. These tickets will enable opportunities for girls to see exemplary role models in action and demonstrate what is possible.
This year, CADBURY has also partnered with Women Sport Australia (WSA), a volunteer-led national advocacy body created to lead positive change for women and girls in Australian sports. The WSA is now partnering with CADBURY to support and shape the next 12 months of the program – with an exciting announcement coming in October – to ensure the initiative reaches and inspires as many girls as possible.
President of Women Sport Australia Gen Simmons says: “While Australia has made significant progress in improving female representation in professional sport, there is still more work that needs to be done. We are thrilled to be partnering with CADBURY and can’t wait to work together to support females in sport.”