Recruit a spokesperson known for having a close relationship with an elderly relative, to raise awareness of Cadbury’s partnership with Age UK. Cadbury teamed up with Age UK to release their research, which showed that 1.4 million older people regularly feel lonely and often go a week without speaking to anyone. To raise awareness, Cadbury donated the words from their iconic Dairy Milk bar. The campaign’s aim was to raise awareness of loneliness and encourage people to ‘donate their words’ by – for example – speaking to elderly people on the bus, helping them pack their shopping etc.


Initially the client came to us to secure a high profile name for a broadcast interview they had already secured for the following week. However, midway through negotiations, upon client request, Beyond managed to secure Pro Green to visit to one of the Age UK facilities to meet the community and be photographed, as well as conduct media interviews.