Bars for Canada, Bikes for Ghana, Bucks for Cadbury

I love a feel good, help-the-world, tree-hugger type story. I love a good creamy, rich, sinfully sweet bar of chocolate too. So I should be impressed that Cadbury Canada partnered with Cadbury Ghana and the Bicycle factory, to donate 5000 bicycles to needy children in Ghana.

The campaign ran through the summer this year in Canada. All you had to do was buy a Caramilk or Dairy Milk or Dentyne gum etc. and send in the UPC code. For every hundred codes, Cadbury donated one bicycle, until the number reached 5 thousand.

Here’s the feel-good commercial that accompanied the campaign.



Instead of feeling inspired though, I was disturbed by the following:

1. Can we assume Canadians had an altruistic motive in participating? Come on, they only had to buy a chocolate bar. Hardly seems like selfless sacrifice…

2. Cadbury’s (the confection division of Cadbury Schweppes) revenue last year was over USD $5 Billion. I estimate the cost of this promotion for them to be about USD $225,000 or roughly twenty two thousand times less than their profits. Hardly seems like a HUGE sacrifice on their part either really.

3. Therefore this smells like a MASSIVE promotion for the Cadbury brand at little cost, and I’m not sure what impact.

4. My other concern is with the implications of the advert. They show the ‘African child’ using the bicycle as the following:

a. An ambulance – This is pathetic and sad but true. By showcasing this, Ghana is forced to admit that there is no healthcare in rural areas, and kids with bicycles will be expected to carry ill people to far off hospitals. The unimplied but more disturbing issue is the complete lack of facilities that will be awaiting them when they arrive.

b. A water truck – Hello! What happened to the millions and millions of wells donated and dug by the hundreds of NGOs over the years? Again, Ghana admits there is no safe drinking water for miles upon miles… and a kid on a bicycle is the answer????!!!!

c. A school bus – well as Canadians, the first thing that should strike us is the complete and utter lack of safety depicted here. The video shows 4 people on one bicycle – with a toddler sitting in the front basket, completely unharnessed. Over the untarred roads of rural Ghana. I guess it’s the assumption that if you can get 4 kids to school whatever way possible, then you’ve done your part – throw safety out the window, afterall they’re only African kids who would have had to walk anyway… There is no inference in this advert that of the small percentage of rural kids who actually go to school, most can expect to spend half their time labouring on their 'teachers' farms...

So thanks Canadians for eating more chocolate, making Cadbury richer and helping Africa by asking 5000 lucky juvenile recipients to solve Africa’s massive problems with bicycles!!!

Cadbury has been under fire recently for exploitative fair trade marketing, so it’s no wonder they are aiming to boost their reputation as a caring community oriented company.

According to Toyin Agbetu, head of Education and Social policy at Ligali, “Cadbury has a long history of exploitative behavior in Ghana. It was formed in England by the Quakers in 1900 and moved to what was then called the ‘Gold Coast’ in 1907. Its rampant abuse of the system of colonial enslavement in order to extract the best quality cocoa beans made the company the huge profits it enjoys today.”

What exactly constitutes fair trade status? In Cadbury’s case, they have agreed to pay $150 per tonn of cocoa above the minimum market price.

I posted a recent advert Cadbury’s released, promoting their fair trade brand of chocolate from Ghanaian cocoa. Agbetu points out that the advert alone “is likely to have cost more to make than their ‘social premium’ (of $150 per tonn) could generate in usable revenue each year.”

Sorry Brett - I tried to get positive about this one. It's great the kids got some bikes, but if you ask me, Cadbury's got a whole lot more out of the deal. And Canadians got to feel good about splurging on chocolate. Hmmmm.

More trees slain in Accra...

The scandal!

Maybe I'll always be a tree hugger at heart, but I just cannot fathom the justification of hundreds and thousands of regal trees that shade the baking streets of Accra, being cut down, sawed, hacked and felled. Murdered.

This practice has been going on, intermittently since I arrived in Ghana in 1997. That year, the boulevard called Ring road, which was lined on either side by huge wonderful shade-giving trees, was gutted. Where careful planning and planting years earlier had created a tranquil majestic view from Danquah circle all the way up to Sankara - the overhanging branches, reaching from one side of the road to the other, suddenly looked barren, bright, harsh. The trees were being hacked to the ground. At the time some concerned groups wrapped huge purple ribbons around the trees in their defense and I believe the exercise was halted. Far too late though... Today a few trees remain, but they are all pared back, quivering on the edge of life...

Across from my office yesterday I found a typical crew of young fit guys, sent by the mysterious tree killing body, doing what they do best. Hacking innocent trees to death.

All my dramatics aside, it is heartbreaking to see. I suppose the reason is related to the recent housing development boom in the city - but I have to ask, who would prefer a barren wasteland as their view from a newly built house, to the soothing sway of an old tree?

Perhaps some of the other Ghana bloggers know more about why it's happening and what the justification is. I've heard that the Accra Metropolitian Authority (AMA) could be involved. These are the same people who have the curbs of the main streets, leading from the airport, painted a chalky white, every time a dignitary visits. Window dressing for the city... But killing trees? That definitely does not have an aesthetic advantage.

Last year at the 'Togo Embassy circle' near my house, a massive cluster of old trees, which amounted to a public park, were hacked to the ground. There was a protest with media coverage etc. It amounted to nothing. In place of the trees there is now one small statue, covered still with an old cardboard box, awaiting it's ribbon cutting ceremony... this is apparently development. This is apparently a tribute to the great ones... this is criminal!!!

Maybe it's just me... but I don't think there will ever be a day I can accept and condone it. They say when in Rome... but then this is not Rome and somehow I don't think the saying applies to the destruction of our environment...