Cadbury Dairy Milk is launching a new brand campaign, Donate Your Words, in support of Age UK. For the first time ever the UK’s number one chocolate brand will be removing the words from its iconic bars and ‘donating’ them to the charity to help alleviate loneliness amongst older people. The limited-edition 360g bar will be sold nationwide with 30p from each bar going towards Age UK to help provide vital services and support when older people need it most.
In a typical week almost 2.6 million people aged 65 and over speak to three or fewer people they know[i], with over 225,000 often going a week without speaking to anyone at all[ii]. New research revealed by Cadbury Dairy Milk and Age UK illustrates the impact of loneliness with over half a million of those who’ve been lonely claiming it stops them going out and about in everyday life[iii] with almost 4.5 million older people claiming to have felt lonely during later life[iv].
The campaign will also encourage Brits to donate their words by pledging to reach out and have a chat with older people in their communities.
Laura Gray, Brand Manager at Mondel?z International, 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 up and down the country to donate theirs through small gestures that could really help change the lives of older people.”
For more information about the Cadbury Dairy Milk Donate Your Words campaign visit www.ageuk.org.uk/donateyourwords .