Lockdowns have been relentlessly harsh on older people. And 225,000 elderly people in the UK were already going a week without speaking to others before Covid hit. In September, Cadbury and VCCP, pitched in to help with a campaign that highlighted the wonderful stories that the elderly have to share if you ask them.
As lockdowns in the UK begin to ease and people form plans to reunite with family and friends, Cadbury and Age UK want to remind people that many people will continue to be alone.
So the VCCP campaign has grown. Cadbury Dairy Milk (which is one of the UK’s most popular chocolate bars) is replacing the branding on its packages with snippets of stories from older people to remind people of the isolation and loneliness among older the population in partnership with charity, Age UK.
10 million chocolate bars will carry these stories in the campaign, Donate Your Words.
The real-life stories of six people are being featured on the bars – 81-year-old Bob, 90-year-old Linneth, 84-year-old Harry, 88-year-old Phiroze, 79-year-old Anne and 79-year old Rose. Customers can read the full stories on the Age UK website.
Pippa Rodgers, brand manager at Mondelez International, stated that through its partnership with Age UK, Cadbury had already encouraged hundreds of thousands of people to start a conversation with a potentially isolated or lonely older person.
“We want to keep driving this number up and what better way to encourage the nation to engage in a small act of generosity, than to print six inspiring reminders on their favourite Cadbury Dairy Milk chocolate bar—10 million of them,” she added.
“We’re encouraging everyone to get behind the campaign by buying a unique bar and by reaching out to talk and listen to the older people around them. It can really make the world of difference,” Laurie Boult, fundraising director at Age UK, stated.
Credits:
Agency: VCCP
ECD: Darren Bailes
Creative Directors: Chris Birch, Jonny Parker & Dan Colley
Creatives: Robbie Field, Rose Pickles, James Rafter & Myles Vincent
Integrated Project Director: Jon Dewart
Creative Producers: Kieran Worboys & Diana Turchi
Film Producer: Nosisa Majuqwana
Designer: Tegan Barnes
Group Managing Director: David Boscawen
Business Director: Matt Smith, Amy Gutsell
Senior Account Director: Gen Hole
Account Director: Rosie Webber
Senior Account Managers: Tuesday Birmingham & Catherine Tilley
Head of Planning: Paul Parsons
Group Planning Director: Oli Waterstone
Senior Planner: Hannah Martin
Partner Production Agencies: Marks & SGS
Media Agency: Carat
PR: Golin
eCRM & Community Management: Elvis
Client: Mondelez
Marketing Activation Director: Benazir Barlet-Batada
Associate Director Marketing Cadbury UK&I: Colin O’Toole
Marketing Manager (Tablets): Michael Moore
Senior Brand Manager: Claudia Miceli
Brand Manager: Pippa Rodgers
