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.”