This Cadbury pop-up store lets customers pay for their goods with kindness to older people

VCCP created activation as part of 'Donate Your Words' partnership with Age U.K.

Published On
Oct 24, 2019

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Cadbury has expanded its campaign around senior loneliness with a pop-up store where customers can pay for their goods with a pledge of a kind deed for an older person.

The ongoing "Donate Your Words" campaign, a partnership between the chocolate brand and charity Age U.K., was created by agency VCCP. The effort strives to raise awareness of the loneliness epidemic in the U.K. among seniors—according to data from the charity, 1.4 million older people struggle with loneliness, while 225,000 often go a whole week without speaking to anyone.

Last weekend, the campaign took over the Age U.K. charity store in Ely, Cambridgeshire. Instead of price tags, customers could simply take their chosen items to the till and "pay" with a pledge to carry out the action on the tag. This could be simply saying "hello"  to an older person at the bus stop, taking the time to chat with an older neighbor, or making a phone call to an older relative.

The "Donate Your Words" push previously included an emotive TV spot about kids' kindness to an older neighbor, and a social media effort asking people to "donate your words" while copy was removed from the packaging of Dairy Milk Bars.

“Loneliness in older people is something that can be prevented simply by taking a moment to talk to the people we see every day, but don’t necessarily speak to," said Dan Colley, executive creative director at VCCP Retail in a statement. "This retail activation has helped to trigger those conversations by giving people the items they want in exchange for a pledge or promise of a chat.”

 

 

Credits

Date
Oct 24, 2019
Client:
Cadbury
Agency:
VCCP
Executive Creative Director:
Dan Colley
Creative Director:
Iain Lawrence
Senior Creative Team:
Adam Ablo
Senior Creative Team:
Zoë Stock
Account Team:
Sam Spong
Account Team:
Craig Barnes
Producer:
Jess Cross
Planner:
Ella Rule
Design & Artwork:
Phil Tee
Design & Artwork:
Matt Donovan
Executive Creative Director:
Darren Bailes
Creative Director:
Chris Birch
Creative Director:
Jonny Parker
Creative Team:
Rob Ellis
Creative Team:
Peter Reid
Account Team:
Matt Smith
Account Team:
Gen Hole
Account Team:
Matt Reed
Planner:
Hannah Martin
Integrated Producer:
Jon Dewart
Creative Producer:
Romana Kit
Social & Influence Director:
Aurelien Pakula
Social & Influence Editor:
Connor Wynn

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