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By Amy Houston, Senior Reporter

May 16, 2022 | 3 min read

Cadbury, alongside agency partner VCCP, has partnered with The Prince’s Trust, Helen Mirren, Ian Wright and other famous faces on its latest campaign, which aims to help young people tackle self-doubt.

‘Give A Doubt’ is encouraging people nationwide to open up and share their own concerns with each other in the hope that people realize they aren’t alone in their thoughts.

The project comes after research by Cadbury revealed that over 74% of the nation’s 18-30-year-olds are facing daily concerns around their future, with 34% having no confidence that they will be able to meet their personal and professional goals.

“We’re so proud to announce this partnership and to be supporting the fantastic work that The Prince’s Trust does for young people in the UK,” said Michael Moore, marketing manager at Cadbury.

“Through the ‘Give A Doubt’ campaign, we want to get everyone sharing their own doubts, starting a conversation to show that day-to-day uncertainties are normal and that we all experience them. Sharing a doubt of your own is an act of generosity that will help young people nationwide feel more confident about their futures.”

At the heart of the campaign are two short films directed by award-winning director Chris Faith, starring Dame Helen Mirren, Big Zuu, Ellie Simmonds and Ian Wright sharing their most own personal doubts.

“Self-doubt is no stranger to us all, especially in this game, but the number of young people struggling with doubt day-to-day was eye-opening,” added Jonny Parker and Chris Birch, executive creative directors at VCCP London.

“‘Give a Doubt’ very simply attempts to reassure young people that we all have doubts and if we share them we can help each other out. Massive thanks to the actors, sports stars and musicians who have given their doubts. Hopefully millions more will follow from the public.”

Cadbury will also launch a series of special limited-edition packs of the much-loved chocolate bars that will display the doubts of footballing legends Ian Wright, Steph Houghton and Gary Neville.

“We all have doubts. I didn’t think I’d ever make anything of myself,” added Ian Wright.

“I doubted whether I could become a footballer, doubted whether I could work in TV. Then when I started working in TV, I doubted whether I’d be there for long – I wasn’t TV trained, didn’t finish school, but there I was hosting a prime-time gameshow for millions of people. Everyone has doubts, but over time I have gotten better at managing them and trying to make sure they don’t stop me from doing the things I want.”

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