Cadbury & Age UK Donate your Words

Cadbury and Age UK


Cadbury’s Donate your Words campaign with Age UK was a social-campaign to raise awareness of the issue of loneliness for older people, whilst raising money through the sale of a limited-edition bar.
To highlight that 225,000+ older people often go a whole week without speaking to anyone, Cadbury created the Wordless bar by boldly removing all of the words from its Dairy Milk bars and ‘donating’ them to Age UK, along with 30p from the sale of each bar.
Cadbury and Age UK were determined that the partnership would go so much further than a typical on-pack promotion.They recognised the power of combining their voices. So, with the Wordless bar they launched a campaign to encourage the nation to take action to tackle loneliness and ‘donate their words’ too.
The results were overwhelming. With 1million bars sold, 460,000 people moved to donate their words, features on prime-time TV and more than 170 pieces of media coverage, the campaign captured the hearts of the nation. 
Most importantly, Donate your Words helped to shine a light on the devastating effects of loneliness and the impact that just a few kind words can have on the lives of older people.

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