skip to content

Cadbury Wishes

Cadbury and Make-A-Wish Foundation have teamed up to help make hundreds of wishes come true for children with life-threatening illnesses.

Launched:

Screenshot of the Cadbury Wishes website project

Overview

Charity Campaign | 2011

I helped bring to life a meaningful digital campaign for Cadbury in collaboration with the Make-A-Wish Foundation UK. The goal was simple and powerful: to help make wishes come true for children with life-threatening illnesses through the power of social sharing.

The campaign was built around Facebook engagement—each “Like” on the Cadbury Wishes Facebook page during November and December would unlock a 10p donation to Make-A-Wish UK, up to a cap of £10,000.

Project Highlights:

  • Facebook ‘Like-Gate’ App
    Developed a custom Facebook application that required users to “Like” the page before gaining access to the full campaign experience. A common engagement strategy at the time, and it worked brilliantly to boost reach and participation.

  • Wish Submission & Sharing Workflow
    Once the user liked the page, they could submit a personal holiday wish and then share the campaign with friends—amplifying the message organically across their networks.

  • Optimized for Viral Reach
    The experience was built to encourage interaction and social spread, capitalizing on Facebook’s edge-rank mechanics in the era before paid reach dominance.

Tech Stack:

  • Frontend: HTML5, CSS3, jQuery
  • Backend: PHP (custom form handling and data capture)

This project was a great example of using emerging social platform tools for good - merging purpose-driven marketing with smart tech execution. It was lean, impactful, and ahead of its time in leveraging Facebook as a campaign platform.