Confectionery brand Cadbury is known for its memorable advertising campaigns and their latest initiative is no different.
If you’ve been shopping for a Dairy Milk bar recently, you may have spotted that the packaging has changed quite a bit – and by that we mean it is completely blank. Well, it’s all for a very good reason.
The brand has teamed up with Age UK in a new partnership tackling loneliness. The campaign, entitled ‘Donate Your Words’, has seen Cadbury remove all the words from their iconic dairy milk chocolate bar (including the title and description), leaving just the recognisable illustration of a two glasses of pouring milk.
The packaging aims to symbolise loneliness and proceeds from special bars will be donated directly to its partnering charity in order to beat the heartbreaking phenomenon.
The idea comes as a response to the revelation that an average of 225,000 older people go a week without speaking to anyone.
Research by Age UK and Cadbury also highlighted that small gestures can play a crucial part in helping to tackle loneliness with over 6 million older people claiming a few minutes of conversation would make a huge difference to their week. That’s why the campaign, as well as raising money for the cause, encourages Brits to donate their words by pledging to reach out and have a chat with older people in their communities.
‘Loneliness is a huge problem because retirement, bereavement and ill health mean many older people find they are spending a lot less time enjoying the company of others than they’d like,’ said Caroline Abrahams, Charity Director at Age UK.
‘Loneliness can affect your health, your wellbeing and the way you see yourself – it can make you feel invisible and forgotten. Working with Cadbury Dairy Milk on this campaign could really help to raise even more awareness of the issue and encourage everybody to do their bit to help tackle it.’
She continued: ‘A friendly “hello” or “how are you?” is something most of us take for granted – it’s just part of every day life, but these latest figures show that hundreds of thousands of older people in the UK will spend today and the rest of this week alone, with no one to share even a few simple words with. That’s why Age UK’s expert advice and support services are so crucial and help people in all sorts of ways, every day of the year.’