9: INTEGRATED (Integrated)
Donate Your Words - Cadbury
Cadbury Dairy Milk
|Title of Entry:||Donate Your Words|
|Product/Service:||Cadbury Dairy Milk|
|Chief Creative Officer:||Darren Bailes|
|Creative Director:||Chris Birch & Jonny Parker|
|Art Director:||Rob Ellis|
|Date of Release:||2019-09-02|
|Notes:||Loneliness in older people in the UK is at crisis point. 225,000 older people often go a whole week without speaking to anyone.
Cadbury donated the words from their iconic Dairy Milk Bars to help. A hub, run jointly with the charity Age UK, suggested ways for the public to donate their words too.
The bar was supported by TV and print; online documentary films about loneliness; social activity; and Age UK shops where customers paid in pledges to donate their words.
Bar sales alone raised £400,000 for the charity Age UK and over 1 million people have donated their words to lonely older people.