Purpose Awards EMEA 2020: Brand Led - Best Public Awareness Cause Campaign

Winner: VCCP

Purpose Awards EMEA 2020: Brand Led - Best Public Awareness Cause Campaign

Winner: ‘Donate Your Words’ by VCCP for Cadbury

Cadbury’s ‘Donate your words’ put the issue of loneliness among older people firmly into the spotlight, according to Steph Harland, CEO, Age UK, who described the campaign as “starting a national conversation about the issue of loneliness, which has inspired people to take action”. 

The brand ran a campaign featuring a wordless bar and the TV spot ‘Fence’ in which a pair of children repeatedly get their wayward toys returned over the garden fence by their older neighbour and eventually throw over a bar of Dairy Milk in thanks.

A partnership with Gogglebox saw the cast watching and commenting on the ad (some even shedding a few tears) in a special ad break, naturally identifying the theme of loneliness amongst older people and inspiring viewers to spark up a conversation with older people in their own communities. 

Content featuring real older people who had suffered with loneliness speaking honestly about how this had affected them, were promoted on digital and social platforms to capture the nation’s attention, while a Facebook Messenger bot gave people practical tips of how they could donate their words in the real world and encouraged them to commit to doing this and share their commitment with their friends. Similarly, on Twitter a pre-populated #donateyourwords tweet invited people to openly commit to donate their words. Over half a million people (530,701) engaged with the campaign or pledged to donate their words online via social platforms.

Sales of the bar have raised £400,000 to date for Age UK, and campaign tracking showed 990,000+ members of the public had conversations with older people in the real world. Meanwhile, penetration for Cadbury Dairy Milk was up +2pp, the second year of growth after four years of decline. Value sales for Cadbury Dairy Milk were up 9% year-on-year, compared to an average of 3% growth across the category.

The judges said: “Cadbury's campaign is lovely. A great way to generate fundraising and awareness for a very worthy cause, sensitively handled and much broader than just the brand itself.”

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