There’s a crisis in the UK; 1.4 million older people struggle with loneliness. 255.000 often go a whole week without speaking to anyone. Cadbury are donating the words from their Cadbury Dairy Milk bars to help.
The TV run, which started the 9 September, is made in collaboration with the organisation Age UK. Cadbury has released the limited edition bars of Dairy Milk with the words removed. The brand is simply encouraging members of the public to also “donate their words” to older people who are often in need of conversation.
For every Dairy Milk bar sold, Cadbury will donate 30p to Age UK to help them support older people through the national advice line, telephone friendship services and more.
“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.” Senior brand manager at Cadbury, Claudia Miceli, says and adds:
“We are donating the words from our bars of Cadbury Dairy Milk and encouraging people to find their glass and a half of kindness and generosity, and donate theirs through small gestures that could really help change the lives of older people.”
Charity Director at Age UK, Caroline Abrahams, says that: “Loneliness can affect your health, your wellbeing and the way you see yourself – it can make you feel invisible and forgotten. Working with Cadbury Dairy Milk on this campaign could really help to raise even more awareness of the issue and encourage everybody to do their bit to help tackle it.”
Furthermore, Caroline Abrahams emphasises that a simple “hello” is something most people take for granted but could make the difference between a good day and a bad day for a lonely individual.