Donate Your Words - Cadbury
Cadbury Dairy Milk

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Title of Entry:	Donate Your Words
Brand:	Cadbury
Product/Service:	Cadbury Dairy Milk
Client:	Cadbury
Entrant Company:	VCCP
Creative Agency:	VCCP
Creative Director:	Chris Birch & Jonny Parker
Art Director:	Rob Ellis
Designer:	VCCP in collaboration with Design Bridge
Copywriter:	Peter Reid
Chief Creative Officer:	Darren Bailes
Sector:	45054
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.
Other Credits:	Creative Director (Design Bridge): Asa Cook
Other Credits:	Designer (Design Bridge): Kirsty Struthers
Other Credits:	Senior Account Director: Gen Hole
Other Credits:	Business Director: Matt Smith