Cadbury and Age UK’s ‘Donate your words’ campaign raised awareness of the UK’s shocking loneliness epidemic, where 225,000 older people often go a whole week without speaking to anyone. Cadbury ‘donated’ the words from their Dairy Milk bars and gave 30p from each one sold to Age UK. The campaign had people talking about this important issue, but we wanted to do more. We wanted to move people from supporting a cause, to causing change themselves.
So on Saturday 19th October, in partnership with Age UK, we brought the campaign to local communities with The Cadbury ‘Donate your words’ Shop. The first ever shop where people didn’t pay with money, they paid with words instead.
Every item inside the shop had a new ‘tag’ attached - instead of a price, there was a pledge to talk to an older person. Blank pledge tags were also available for customers who wanted to write their own pledges, to make them even more special and meaningful.
Shoppers could have any item on display and take it to the till, just as they would any other transaction. However, rather than pay money, they’d be asked to pledge to talk to an older person. So every customer left the shop not only with a new item, but the mission to act and fight loneliness in their community.
We invited the general public and received thousands of pledges from customers of all backgrounds to act and end the loneliness that exists on their doorsteps.