Cadbury Gems converts children's drawings into NFTs to raise funds for underprivileged pupils

For a sweet twist on non-fungible tokens, Cadbury Gems — a colorful, sugar-coated chocolate candy — has launched 'Junior NFTs,' inviting kids to draw for charity.

Parents upload their child's artwork to a dedicated NFT microsite, after which others — aunts, uncles, grandparents, neighbors — can purchase those assets and store them in a wallet. Through a partnership with Save the Children, the resulting funds will support the education of underprivileged students.

Neville Shah, Senior Executive Creative Director at Ogilvy, explains: "Kids love to draw. EVERYWHERE. The idea came from what if we could turn their urge to draw into something even more. Something that brings color into the life of others. Launching their drawings as NFTs, it gives them a chance to flaunt their skills, sell their art and in turn, help bring a little bit of color and masti into the life of another. The best part about the idea is that it can potentially last forever."

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Discriminating readers might point out that children shouldn't be used to market high-sugar candy, but that doesn't mean Cadbury's innovation can't inspire other brands to consider harnessing NFTs for philanthropic efforts. Or create campaigns that similarly provide a low-stakes way for anyone to experiment with NFTs.

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