Cadbury tackles loneliness for older people with Dairy Milk campaign

An emotive campaign is being delivered by Cadbury’s UK division, as throughout April it removes branding on 10 million Dairy Milk bars to be replaced by quotes from older people’s life stories, reports Neill Barston.

As the company explained, the new limited-edition bars will feature across its single and tablet series, as part of its Donate your Words takeover initiative organised with Age UK.

The move is designed to address the issue of loneliness and isolation, which has been particularly challenging for many older people amid the coronavirus pandemic during lockdown conditions.

With lockdown restrictions beginning to ease, millions of people are feeling hopeful about being able to see family and friends once again. However, a large number of older people will still continue to feel lonely and isolated. The true stories, first shared in October 2020 through the brand’s The Originals advert, are from older people from all walks of life with surprising and inspiring experiences to share.

The full stories from The Originals are available to read in full online and include:

Rose, a 79-year-old woman who kissed Elvis Presley
81-year-old Bob, describing his run-in with the Prime Minister’s bodyguards
Anne, a 79-year old thrill seeker who in her younger years, drove over the Alps with her toddler by her side
84-year old Harry, who confesses how he and his family ran away to the circus
Linneth, who tells us all about the first ever carnival
Phiroze, who took on the world’s most dangerous car rally

Pippa Rodgers, Brand Manager at Mondelez, said: “We’re proud to continue our long-term partnership with Age UK. To be featuring the Donate your Words campaign across 10 million Cadbury Dairy Milk bars is both exciting and fitting, as we look for more impactful ways to support this important mission.

“Keeping true to the brand’s philanthropic roots, and the Cadbury belief that there is a glass and a half in everyone, we are extremely proud that the Donate your Words campaign has already encouraged hundreds of thousands of people to start a conversation with a potentially isolated or lonely older person*”.

Laurie Boult, Fundraising Director at Age UK, says: “We’re delighted to be working with Cadbury once again to try and help tackle loneliness amongst older people and to continue highlighting how huge this issue is for so many. The latest edition of the Donate your Words bars will remind us all of the interesting and insightful stories many older people have to share.

“We’re encouraging retailers to get behind the campaign by stocking up on the unique bar and by reaching out to talk and listen to the older people around them. It can really make the world of difference.”

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