In a bold move for one of the nation’s favourite brands, Cadbury Dairy Milk recently removed all of the words on selected bars of its famous chocolate bar. This is a superb example of a brave and entirely integrated charity partnership that goes further than fundraising or association. It’s not just sitting in the silo of the PR or marketing teams, it’s a campaign that through the strength of the brand, can make a real difference to society.

As part of its partnership with Age UK, Cadbury’s limited edition bar was created to symbolise loneliness, with 30p of every bar sold going to Age UK. Terrifyingly of the 1.4 million struggling with loneliness in older age in the UK, 225,000 people do not speak with anyone at all. Cadbury’s efforts have the potential to move the dial and smart activation, such a social campaign where people can ‘donate their words’, will highlight the issue to younger audiences.

A film by Frederic Planchon debuted on You Tube featuring an older gentleman, his solitude and noisy children. The thought-proving piece that’s simultaneously familiar, sad, beautiful and joyous celebrates little acts of kindness, and is just part of the campaign that encourages people to commit to small gestures that could really change the lives of older people.

A ‘sweet’ campaign from Cadbury and one of the best in 2019.

Watch the video here: https://youtu.be/ojajHDJrliM