Cadbury and Age UK: The Originals

Cadbury, a confectionery brand, partnered with Age UK, a charity, to combat loneliness among elderly people in the UK with the campaign The Originals.

Overview

Elderly loneliness is a terrible problem in the UK. Unfortunately, the sadness of the issue helps it persist - with people often shying away from engaging with older people for fear of a depressing experience So we changed the conversation to a more positive one, focused on the potential stories you could discover if you were to start a conversation. To dramatize our message, we gave world famous centenarian, Captain Sir Tom Moore, a new mission - become the UK's oldest podcast host. In his podcast series, The Originals', he connected with a range of elderly people suffering from...

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