UK soft drinks and confectionery giant Cadbury Schweppes has formed a partnership with Mediae Trust, an African organisation that promotes new ways to foster development through the media, along with Britain's Department for International Development (DfID). The campaign involved a road show educating people in small rural towns about issues such as child abuse and animal husbandry, while also giving sponsors such as Cadbury the chance to reach consumers in a developing country. Cause marketing is designed to promote a commercial product while also serving a social purpose.