Cadbury is removing all words from its Dairy Milk wrappers – save the image of its famed “glass and a half” of milk – to raise awareness of loneliness among the elderly.
The promotion is happening in the UK and for every bar sold the confectioner will donate 30 pence (55 cents) to the charity Age UK.
According to Age UK’s research, some 225,000 aged people go a whole week without speaking to anyone.
The money aside, the campaign also encourages people to discuss the issue of isolation amongst the elderly and reach out to them.
Caroline Abrahams, charity director at Age UK, said: “Loneliness is a huge problem because retirement, bereavement and ill health mean many older people find they are spending a lot less time enjoying the company of others than they’d like.
“Loneliness can affect your health, your wellbeing and the way you see yourself – it can make you feel invisible and forgotten. Working with Cadbury Dairy Milk on this campaign could really help to raise even more awareness of the issue and encourage everybody to do their bit to help tackle it.
Laura Gray, brand manager at Cadbury’s Mondelez added: “We’re so proud to announce this partnership and to be supporting Age UK – it’s such an important charity that is really tackling the issue of loneliness.
“We are donating the words from our bars of Cadbury Dairy Milk and encouraging people up and down the country to donate theirs through small gestures that could really help change the lives of older people.”