ABSTRACT
In this chapter, the authors provide three accounts of significant initiatives that have each changed the rules and influenced their sectors more widely. In their stories they see: collaboration, and its challenges, choices about how overt or covert to be, the roles of personal passion and commitment in motivating and communicating change, how people worked through inquiry and dialogue, and the arduous, detailed work required to turn visions into practice. The Cadbury Cocoa Partnership illustrates what it takes to turn personal commitment into action within a corporation. The partnership is partly a response to pressure from campaigners to end child labour in cocoa farming, but partly also, an expression of the personal commitment of Cadbury's leadership to building a more ethical supply chain. The partnership also illustrates what can be achieved when charities go beyond protesting, to engage with companies. Some campaigning charities declined to join the partnership but those that did are directly influencing Cadbury's cocoa supply chain.
