As the world's second largest cocoa exporter -- behind Cote D'Ivoire -- Ghana holds a special place in Cadbury's heart. In 2008 the confectioner launched its Cocoa Partnership with the country -- an effort to promote sustainability and empower cocoa farming communities. A by-product was the Bicycle Factory, a Canada-based promotional effort in the form of an online virtual plant, conceived by the Hive Toronto.
There, Canadian Cadbury consumers could enter UPC codes from purchased sweets into the website, resulting in a bicycle part donation. Every 100 parts built a bike for a schoolchild and the result was an initial 5000 bike delivery to central and southern Ghana in late 2009.
Since 2009, Cadbury has sent a total of close to 30,000 bicycles to school children in central and southern Ghana. While this is a nice contribution in and of itself, the Hive has decided to build on that this in 2014. Although the program has helped travelling to and from school more easy for kids, studying may still be virtually impossible -- or at the very least, more difficult -- after sundown when the (natural) lights go out.
Thus the Generator Project was born. Producer Sumit Anjwani joined forces with industrial designer Adam Bellavance to create a 3D-printed generator to power a removable light with the energy generated through the donated cycles. The little lamp is attached to the bicycle and every 5 kilometers biked produces two hours of light. The Hive Chief Creative Officer Simon Creet explained that while the generators are currently in field testing, the plan is to roll these bike improvement out more widely next year.
Until then, the Bicycle factory will only be live for another 42 days this year until the next round.