This holiday season Cadbury Dairy Milk is reminding you to call your mum.

The initiative sees the public invited into a traditional British phone booth, painted purple and set up in a busy park. Once inside they can call someone special, anywhere in the world for free. Upon hanging the phone booth dispensed a Cadbury Dairy Milk.

People lined up to call their loved ones. The activation took place in Trinity Bellwoods Park, in downtown Toronto. It was filmed and amplified on social (Facebook and YouTube).

For Cadbury Dairy Milk, the belief in the goodness within is more than just seasonal boilerplate. “Goodness is in our DNA,” said Natalie DeJong, Cadbury Brand Manager.

During the holiday rush, instead of the standard holiday promotion, the brand opted to help people give something special to the people they love: their time.

Brian Murray, Chief Creative Officer of Ogilvy Canada knows how challenging it is to break through to consumers, especially during the cluttered holiday advertising season. “Instead of shouting at consumers, we let them do the talking,” he said.

You can check out a video featuring the activation below: