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.