225,000 older people often go a whole week without speaking to anyone. Cadbury wanted to highlight this and help too. It donated the words from its iconic Dairy Milk bars, leaving the front of the nation’s most popular chocolate bar empty, apart from the glass and a half of milk icon on the instantly recognisable purple background. The pack’s reverse explained that 30p per bar went to the charity Age UK and how the public could donate their words too. Bar sales alone raised £400,000 for the charity Age UK and over one million people have donated their words to lonely older people.
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