Cadbury- Donate Your Words
Role: CREATIVE DIRECTOR
Since capturing the generous spirit upon which Cadbury was founded, we have instilled this instinct within all of our work.
This year we teamed up with Age UK to help make a difference to the 225,000 older people who often go a whole week without any human interaction.
It all started with this.
Our heartwarming story of an elderly gentleman living a solitary life.
His only personal interaction with the outside world seems limited to returning toys that end up in his garden from next door. But we get to see his neighbourly kindness repaid.
Along with online advice on how to help Age UK, in a brand first, we brought the ‘Donate your words’ campaign to life by removing all wording from Cadbury Dairy Milk bars. Every bar sold saw a donation of 30p to Age UK, but we didn’t want to stop there.
How could we help people ‘Donate their words’ and get involved in the campaign in a more direct way?
Introducing, The Donate Your Words Shop.
We took charge over an Age UK shop, where for one day only, no money exchanged hands, the only commodity was words.
Customers could choose any item they wanted in exchange for a pledge to reach out or talk to a lonely older person. Customers took their chosen items to the till and paid with a pledge to carry out the action on the tag, such as saying quick hello to an older person at the bus stop, having a chat with an older neighbour, or making a phone call to an older relative.
