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Cadbury Erases All Words From ‘Dairy Milk’ Packaging For This Poignant Reason
By Izza Sofia, 06 Sep 2019
In a bold move to combat loneliness among the elderly, Cadbury UK is dropping all the words from its ‘Dairy Milk’ bars, leaving behind just its trademark purple and iconic “glass and a half” of milk symbol.
For every sale of the muted designs, the company is donating 30p (US$0.37) to charity Age UK.
This initiative will hopefully encourage the younger generation to speak to seniors, as according to research conducted by Age UK, some 225,000 aged individuals can go a week without talking to anyone.
Age UK’s charity director Caroline Abrahams explains that loneliness is a common feeling among the elderly, and can indirectly affect their health and wellbeing. The wordless wrappers aim to raise awareness on the issue and to encourage the public to help in any way they can.
Cadbury’s brand manager Laura Gray is proud of the campaign, and hopes that small gestures like talking to seniors can change their lives.
[via B&T, opening image via Cadbury UK]
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