New Cadbury’s packaging raises funds for Age UK
Published on: September 27, 2019
A new advertising and limited-edition packaging campaign from Cadbury’s is helping to raise awareness of how far one small kind gesture can go in tackling loneliness amongst elderly people.
Partnering with Age UK, 30p from each bar sold will be donated to the charity, who will use the funds to provide services and support to older generations.
Named ‘donate your words’ the limited-edition packaging has stripped back Cadbury’s classic Dairy Milk lettering (alongside all other words), featuring only the iconic glasses of milk. This is to encourage consumers to spend time chatting to older people that could potentially feel lonely.
Research carried out by Age UK has found that over 1.4 million older people are struggling with loneliness on a day to day basis, with over 225,000 going an entre week without having any communication with another person. To help tackle this escalating social crisis, Age UK and Cadbury’s are asking people to start a conversation, call an older relative, check in with a neighbour or volunteer.
Senior brand manager at Cadbury’s, Claudie Miceli, has said:
“We’re so proud to announce this partnership and to be supporting Age UK; it’s such an important charity that is really tackling the issue of loneliness.
We are donating the words from our bars of Cadbury Dairy Milk and encouraging people to find their glass and a half of kindness and generosity, and donate theirs through small gestures that could really help change the lives of older people.”
A number of advertisements have been released in support of the campaign, including elderly people detailing their struggles with loneliness, as well as an elderly man being thanked by children living next door for throwing their various toys back over the fence, with a Cadbury Dairy Milk bar. You can see both ads below: