Cadbury Enlists Canadians to Build Bicycles for Africa

"The Bicycle Factory" is an uplifting piece about the many uses of bicycles in Africa. Under the weight of a single enterprising pedaler, one bike can deliver food and water, or play the roles of ambulance and school bus.

Put together by The Hive/Toronto for Cadbury Canada, which is raising funds to send 5000 bicycles to Africa. Whenever users enter a Cadbury UPC at thebicyclefactory.ca, they're adding a bicycle part to somebody's spiffy new ride. 100 UPCs build a complete bicycle.

Nice way to add a hands-on dynamic to a good cause. Here's hoping Cadbury gets the 500,000 UPC entries it needs to meet its goal, because boy, that's a helluva lot of Fruit & Nut bars.