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Flags of Generosity

Award: Shortlist

Shortlist / PR / Reactive Response / 2022

Award: Shortlist

Shortlist / Direct / Health & Wellbeing

Award: Shortlist

Shortlist / PR / Single Market

After a year of lockdowns in Malaysia, thousands of low-income families started flying white flags outside their homes as a cry for help, signalling that they have run out of work, money and food. Cadbury responded by creating flags in its iconic shade of purple for those who wanted to help. Distributed in affluent neighbourhoods, people could put up a purple flag to indicate that they have excess food and supplies to give away. Donations were then collected from homes with purple flags and passed on to families flying white flags.