Age UK and Cadbury’s - Donate your words campaign

In 2019, Age UK partnered with one of the nation’s most loved brands, Cadbury Dairy Milk, to highlight the issue of loneliness – and get the nation talking.

Moved by the fact that more than 225,000 older people often go a whole week without speaking to anyone, Cadbury took the bold move to remove the words from the front of their Dairy Milk bars and ‘donate their words’ to Age UK, leaving only their iconic brand on the bars. The campaign encouraged the public to think about the number of older people who often go a whole week without speaking to anyone, inspiring people to take action by ‘donating their words too’.

Age UK amplified the campaign, by telling the powerful stories of people supported by Age UK, using celebrities to share the campaign and even using Age UK’s network of charity shops to engage people in communities across the country. As Age UK’s Brand Designer, I supported the delivery of this campaign through all of Age UK’s online and offline channels.

This multi- awarding winning campaign reached thousands of people and captured the hearts and minds of the nation. It inspired over 460,000 people to ‘donate their words’ by committing to a small act of kindness for older people in their lives. The campaign helped to raise over £300,000 to help Age UK to be there for older people.