Cadbury confines Sue Perkins to solitude for Age UK partnership

Cadbury today launches the second phase in its Age UK 'Donate your words' campaign, recruiting TV personality, Sue Perkins to spend 30 hours in isolation and creating two TV ads for Sky Media based on her ordeal. The work aims to highlight the plight of lonely elderly people

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Oct 07, 2019
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During her incarceration, Perkins was cut off from the outside world. She had no access to a phone or the internet and was only allowed minimal reading material. Perkins said the experience left her "saddened and shocked", but appreciated that it was not comparable to how an older person suffering from loneliness might feel in reality.

Perkins' time in the house came to an end with a knock on the door from 89-year-old Theresa. She explained to Perkins that her own life used to be like that every day until she joined her local Age UK befriending service.

The 30 hours were filmed and will be shown in two TV ads from today (7 October), running for two weeks, including a 100-second and 60-second version. The concept was developed by Cadbury, Age UK, Sky, Carat and The Story Lab. The campaign was created by Sky's in-house creative shop Diagonal View, while media was through Carat

Claudia Miceli, senior brand manager at Cadbury, said: "This is a really powerful phase in our campaign to help tackle loneliness together with Age UK. Seeing the effects of just 30 hours of isolation on Sue really strikes a chord with us and we’re hoping that we can work together to combat the issue of loneliness."

Flora Kessler, Strategy Partner, Carat UK, said, “We’re excited to have worked with Sky, Cadbury and Age UK on bringing this campaign to life. We wanted to find someone who could connect with the nation and bring the issue home. By volunteering to experience just a small slice of what many older people go through every week, Sue will help drive national conversation and real action around this crisis."

"Donate your words" kicked off last month and was built on research that found 225,000 older people across the UK often go a whole week without speaking to anyone. The confectionery brand removed the words "Dairy Milk" from its packaging and pledged to donate 30p to Age UK for every limited-edition bar sold.

It is led by a film, "Fence", created by VCCP, that kicked off on 9 September. It depicts an older man living on his own, who is forced to continually return toys that have been flung over his hedge by a group of boys next door. At the end, the children give the man a gift of Dairy Milk.


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Carat UK

Carat is a global, award-winning agency – focused on building our client’s brands and driving measurable business performance for some of the world’s largest brands, including Diageo, Kellogg, Mondelēz, Mastercard and Microsoft. The Carat team works across a network of 10,000 employees across 150 countries. Consistently recognised as #1 in RECMA’s Global Qualitative Evaluation ranking, the last 12 months have also seen Carat UK win three Cannes Lions and four IPA Effectiveness Awards, proof we are truly innovating the way brands are built. Carat is part of the Dentsu Aegis Network, a wholly-owned subsidiary of Japanese powerhouse, Dentsu Inc.

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