A collaboration between the Mondelēz World Travel Retail team, the Cocoa Life Program, and Child Rights International, this project provides tricycles to local Ghanaian cocoa communities to enhance mobility for children and small businesses.
The tricycles aim to enable children to have a means of trans-port to and from school, improve their punctuality, reduce contact hours lost in school, as well as to help stimulate excitement for students to enroll or even re-enroll.
The tricycles are also aimed at helping farmers and traders distribute goods. Young people in the respective communities are also being trained to operate the tricycles, to help build competencies of young adults to be employ-ed in the tricycle operation.
Paris airport activation
Mondelēz WTR is highlighting the initiative to traveling consumers through an airport-wide Toblerone activation with Lagardère Travel Retail at Paris Charles de Gaulle Airport. The activation includes a life-size tricycle that travelers can ride to better understand the mechanisms of the project.
Activation-exclusive shopper bags are available for travelers to purchase, with proceeds going to the tricycle project, which enables shoppers to make a positive contribution.
This activation and the Travel Retail Made Right project reflects the principles of Mondelēz WTR’s evolved category vision which was presented at the TFWA World Exhibition & Conferences in touching on the pillars of elevating category awareness through more experiential touch-points and delivering unique experiences.
Cocoa Life is Mondelēz International’s signature cocoa sustainable sourcing program aimed at helping to transform the livelihoods of cocoa farmers and their communities through efforts to help make cocoa farming more sustainable, empower women, educate those in the community, protect and restore forests and inspire lasting, positive change.
Child Rights International is a non-profit organization committed to ensuring that children’s voices and contributions are recognized and valued in society, and reaffirming children’s faith in a better and brighter future.
For more information, visit www.mwtr.com/project-ghana.