According to the duo, only 2% of books are published in our local African languages in South Africa.

However, 80% of the population speaks a language other than English or Afrikaans. To tackle this challenge and inspire a love for reading among children across the country, Ogilvy and Cadbury's parent company Mondelez launched the campaign.

The initiative called on South Africans to translate just one word to help Cadbury Dairy Milk co-author a library of enchanting children's stories. To date, more than 20 000 words have been translated and turned into 450 enchanting new stories.

"As a brand with generosity at its core, Cadbury is demonstrating how tapping into a true societal issue can make a real difference in the communities we serve," says Lara Sidersky, senior category lead of chocolate at Mondelez.

"This work shows what true, purpose-led marketing looks like and we are beyond proud that it has been recognised," adds Sidersky.

Neo Makhele, Ogilvy South Africa's chief strategy officer, says, "The Cadbury brand has in its DNA the promise of a glass and a half, which is unbound generosity. It is this brand purpose that inspired the brand to tackle literacy by inspiring generosity among South African to nurture and promote language literacy."

The agency scooped up the following awards for its work with Mondelez:
  • Excellence in Purpose-led Marketing
  • Excellence in South African Resonance Marketing, and
  • Excellence in Integrated Marketing.
"Cadbury aims to bring people closer together. We are founded in the spirit of generosity and pioneering social impact," says Langa Khanyile, marketing lead of RoA at Mondelez.

"This work forms part of a journey that calls on all South Africans to help tackle the pertinent social tension of illiteracy and help re-write the narratives of our people, in our own words, one word at a time. We are delighted by the recognition the work has received," adds Khanyile.

"We believe that the time for storytelling has passed. It's time for story-doing," concludes Pete Case, Ogilvy South Africa's CEO and creative chairperson. "So, it's hugely rewarding to see our work make such an impact for our client. Thanks to the MAA judging panel for recognising the strength of this work."

For more information, visit www.ogilvy.africa.com. You can also follow Ogilvy Africa on Facebook or on Twitter.