Cadbury launches ‘The Open Road’ series in support of BBC Children in Need

Cadbury has launched The Open Road, a three-part content series supporting BBC Children in Need, as part of its 2026 Open Up and Share campaign.

The series opens with former Arsenal and England footballer Ian Wright and his granddaughter, Raphaella ‘Raphy’ Wright-Phillips, discussing school, football and the importance of having someone to talk to.

The initiative forms the centrepiece of Cadbury's latest campaign supporting BBC Children in Need, which also includes an on-pack promotion featuring specially branded Cadbury Dairy Milk Buttons and Caramel Nibbles Open Up and Sharebags.

Each episode is filmed entirely inside a car, using the familiar setting of a journey home to explore how everyday conversations can help young people discuss the challenges they face.
The campaign draws on BBC Children in Need research indicating that children who frequently have someone to talk to are around nine times more likely to report feeling happy than those who do not.

2026 marks the third year of the partnership between Cadbury and BBC Children in Need. Cadbury will donate £150,000 to this year’s campaign, supporting the organisation’s mission to help children and young people facing challenges caused by mental health, poverty, social inequality and family-related issues.