9: INTEGRATED
(Integrated)
Donate Your Words - Cadbury
Cadbury Dairy Milk
Gold
Title of Entry:
|
Donate Your Words |
Brand:
|
Cadbury |
Product/Service:
|
Cadbury Dairy Milk |
Client:
|
Cadbury |
Entrant Company:
|
VCCP |
Creative Agency:
|
VCCP |
Chief Creative Officer: |
Darren Bailes |
Creative Director: |
Chris Birch & Jonny Parker |
Sector: |
38263 |
Art Director: |
Rob Ellis |
Copywriter: |
Peter Reid |
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.
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