Business Charity Awards: Marketing Partnership of the Year – Cadbury with Age UK for Cadbury & Age UK Donate your Words

For a marketing initiative between a business and a charity that has helped to promote the charity's work or helped to raise funds

What was the partnership?

In an effort to raise awareness of the fact that more than 225,000 older people can often go a whole week without speaking to anyone, Cadbury's Donate your Words social campaign, run in partnership with Age UK, sought to highlight the challenge of loneliness for older people while raising money through the sale of a limited-edition chocolate bar.

What did it do?

Between September 2019 and February 2020, Cadbury stripped the words from the front of its classic Dairy Milk bars, leaving only the logo to identify the brand. On the backs of the bars, Cadbury explained that it had “donated” the words to Age UK, along with 30p from the sale of each bar, to highlight that truth about loneliness for older people. The bars formed part of a broader loneliness campaign that encouraged people to “donate their words” and combat loneliness,through simple actions such as chatting with an older neighbour.

Why did it win?

The campaign sold a million bars of Cadbury’s chocolate, with 30p from each bar going to Age UK, and galvanised 460,000 people to “donate their words” during its run. A targeted promotion effort across a variety of media and social media channels led to the campaign being featured on prime-time TV and in more than 170 pieces of media coverage, with Cadbury securing funding partnerships with Channel 4, Sky and The Daily Telegraph. And it got people talking about loneliness, with the campaign reaching 96.7 per cent of the UK’s adult population.

What did the judges say?

Judges praised a “beautiful campaign” in their feedback. Anish Shah, vice president of EMEA community affairs at Morgan Stanley, applauded an “excellent and innovative marketing partnership that raised awareness of a very important issue nationally”, adding: “Great use of various communication methods to promote the campaign, fantastic reach and tangible benefits for all involved.”


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