Cadbury Dairy Milk: Donate Your Words

Credits & Description:

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
Creative Director: Jonny Parker
Art Director: Rob Ellis
Copywriter: Peter Reid
Creative Director (Design Bridge): Asa Cook
Designer (Design Bridge): Kirsty Struthers
Senior Account Director: Gen Hole
Business Director: Matt Smith
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.