Donate Your Words, Mondelēz International | Cadbury Dairy Milk, Sky, Channel 4, Facebook and Twitter / Carat UK (Media), The Story Lab (Partnerships), VCCP (Creative), Golin (PR)
In the face of looming HFSS restrictions, Cadbury needed to be brave and go beyond traditional TV campaigns to build an emotional connection. With Elderly loneliness identified as a key societal issue that Cadbury could demonstrate its spirit of generosity, we partnered with Age UK to create the Dairy Milk ‘Worldless Bar’. 30p from every bar went to Age UK, and the words on-pack were removed to promote conversation around the issue. Partnerships with Gogglebox and Sky/Sue Perkins pushed the boundaries of TV advertising, and multiple media channels worked together to drive the nation to generous action through Donate Your Words.