“Give A Doubt” comes after new 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. Following the success of ‘Donate Your Words’ which sought to raise awareness of loneliness amongst older people, “Give A Doubt” seeks to tackle the record number of young people in the U.K. who are struggling with self-doubt every day, by asking the nation to “Give A Doubt”, open up, be more vulnerable and share their personal experiences of doubt. Cadbury believes that there is generosity in everyone and ‘Give A Doubt’ taps into this spirit. From Oscar winner Dame Helen Mirren to BAFTA winner Big Zuu, and from five-time gold Paralympic medalist Ellie Simmonds, to national football icon Ian Wright, the celebrities stretch across a range of varying industries and across different age groups to share their most powerful doubts. The campaign video was originally released on May 16, 2022 and can be watched below.

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