In the UK, 1.4 million older people struggle with loneliness, and 225,000 often go a whole week without speaking to anyone. In response, we launched ‘Donate Your Words’, a brand campaign for Cadbury Dairy Milk in partnership with Age UK—turning an iconic chocolate bar into a symbol of connection.

For the first time ever, Cadbury removed the words from its iconic purple packaging, encouraging people to donate their words instead—both through conversation and action. Every limited-edition bar sold helped raise funds for Age UK, with 30p per bar supporting vital services for older people in need.

But this campaign was about more than just donations—it was about real human connection. We encouraged Brits to pledge their words, using:
🗨 A Facebook chatbot, where 43.7K people pledged to start conversations with older people
💬 Twitter Conversation Cards, used by 83.3K people to share meaningful messages
📱 Social-first video ads across Facebook, Instagram, and YouTube, reaching 7.4M views

To bring the message to life, we even took over an Age UK charity shop. For a weekend, customers could "pay" for items not with money—but with a pledge to connect with an older person.

Because sometimes, the simplest words can make the biggest difference.