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.
This activity will be supported by a social campaign where people will be encouraged to 'donate their words' too. By committing to everyday actions such as checking in on an older neighbour, calling an older relative for a chat or getting involved with Age UK, people across the country can make a difference to the lives of older people in their communities.
The fundraising project is supported by a film created by VCCP and directed by Frederic Planchon. He is the man behind Cadbury Dairy Milk's 'Mum's Birthday' film - part of a £12m campaign Cadbury launched with VCCP last year, in a bid to reconnect with consumers. The film centred on a little girl who wants to buy her hardworking mum a Dairy Milk - everyday moments of generosity.
In a similar vein, '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 generosity - stating this must not be returned.
This simple act of kindness illustrates Cadbury Dairy Milk's more recent strapline - 'there's a glass and a half in everyone' - which makes reference to its historical recipe which called for a strict amount of milk in every half-pound chocolate bar.
Discussing 'Donate With Words,' Cadbury's senior brand manager, Claudia Miceli 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 to find their glass & a half of kindness and generosity and donate theirs through small gestures that could really help change the lives of older people.”
Adding to this, Laurie Boult, fundraising director at Age UK, commented: “We’re proud to be working with Cadbury Dairy Milk on this campaign, raising vital funds to help support Age UK’s work, nationally and locally to tackle loneliness and isolation amongst older people.
“We hope that the public really get behind the campaign, whether by simply buying a limited edition bar of Cadbury Dairy Milk or pledging to donate their words to help an older person – saying a friendly hello when they’re out and about, speaking to a neighbour, calling an older relative for a chat, or talking to Age UK about how they can help.”