Kindness. It’s an easy thing to give and yet, in a world and a country which feels more divided than ever, it can often seem in short supply. This is despite the fact that the Mental Health Foundation have revealed that evidence reveals doing good actually does you good in turn. 

Cadbury’s Christmas activation from VCCP brings this idea to life in the form of ‘Secret Santa’, which invites members of the public to carry out random acts of kindness by sending unsuspecting friends and family a sweet treat from Cadbury’s, just to show them how much they care.

The postal service tour will be returning to 10 locations around the country while a bespoke pop-up store will be available at retailers such as Tesco, WH Smith and House of Fraser. Secret gifts can also be sent via Amazon. Cadbury are offering followers the chance to vote on their Instagram page to determine the last stop on the nationwide Secret Santa tour.

Secret Santa appeals to the generosity of spirit many people experience at this time of year, capturing people’s imaginations and delivering festive cheer. A reminder that giving and random acts of kindness are key to having a great Christmas.

Despite the doom and gloom depicted in the media, when the Carnegie UK Trust carried out the first ever quantitative survey on kindness in communities and public services for World Kindness Day in 2018, 93% of respondents in the UK and Ireland viewed their community as a kind place. There is cause for optimism within these findings and a realisation that a moment of kindness, however small or edible, can do the world of good for all of us.