“Don’t ask me if I’m feeling cold,” says a woman, who once kissed the most famous rock star on the planet.
“You’ve heard all these stories about going off to join a circus? Well, I did. When I was eleven,” says a man.
“You could ask me about being photographed nude when I was 72,” suggests another woman.
These people are all participants in VCCP’s new campaign, The Originals, for Cadbury, the next phase of its very successful Donate Your Words collaboration with Age UK. The campaign encourages people to talk to – and listen to – older people. Last year, prompted by the fact that 225,000 older people often go a whole week without speaking to anyone, thousands of people took time to have a conversation with an older person.
This time, the campaign’s new film celebrates what happens when you take the time to stop and listen. It also underlines Cadbury’s belief that everyone has a glass and a half of generosity within them and encourages the public to act on it.
The campaign is particularly important this year. Covid continues to trigger great anxiety and fear in most people, especially millions of older people – with loneliness and social isolation taking its toll more than ever before.
The film will run across Sky Cinema, social and digital channels supported by a series of 15- and 6-second assets that form part of a comprehensive digital and social campaign.
“The truth about older people is they don’t need tiptoeing around. They’ve been there and done that, so they’ve got some amazing experiences – our new film is all about encouraging the nation to donate their words and seek them out,” stated Darren Bailes, executive creative director, VCCP.