Cadbury Dairy Milk Fingers: How cynicism helped Cadbury Fingers encourage the nation to learn some British Sign Language

Cadbury Fingers, a biscuit brand, partnered with the National Deaf Children's Society (NDCS) in the UK to encourage the nation to learn some British Sign Language by raising awareness of the positive impact of BSL in moments when people come together.

Executive Summary

If you type "cynicism" into any quote website, you'll find a heady mix of Matthew McConaughey, Yoko Ono, Sadiq Khan and AOC telling you that it's a bad thing.

That it eats away at all that is good. That it isn't constructive.

Is that fair?

Well, there's a lot of cynicism in our industry. Enough to make you think very seriously about doing something above and beyond just directly selling whatever it is you're selling. Maybe even stop you altogether.

So maybe they're right. It is a blocker.

But maybe they aren't...

Maybe asking yourself cynical questions is...

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