Cadbury: Donate Your Words by VCCP

Cadbury Dairy Milk gifts more than chocolate, by partnering up with up with Age UK to tackle old age loneliness.

Across the UK, older age loneliness is becoming an epidemic, with reportedly 1.4 million people struggling alone. Of that number, each week, 225,000 people do not speak with anyone at all.

'Donating From Words' will see Cadbury launch a limited edition bar, whereby 30p from every chocolate goes into Age UK's pockets, to help them provide vital services and support for older people.

The fundraising project is supported by a film created by VCCP and directed by Frederic Planchon - the man behind Cadbury Dairy Milk's 'Mum's Birthday' film.

'Fence' centres on an older gentleman living on his own. While he gets on with his gardening in solitude, his only disturbance throughout the day is next doors noisy kids, who accidentally keep losing their toys over the fence.

Each time, whatever the weather, the old man returns each toy - a small selfless act. To thank the man for always returning their wayward toys, the children throw over a bar of dairy milk to thank him for his genorosity - stating this must not be returned.

The simple act of kindness illustrates Cadbury's historic tagline - 'there's a glass and a half' in everyone.