Cadbury Dairy Milk Removes Words from its Iconic Bars in New Partnership with Age UK to Help Combat Loneliness

Cadbury Dairy Milk is launching a new brand campaign, Donate Your Words, in support of Age UK. For the first time ever the UK’s number one chocolate brand will be removing the words from its iconic bars and ‘donating’ them to the charity to help alleviate loneliness amongst older people. The limited-edition 360g bar will be sold nationwide with 30p from each bar going towards Age UK to help provide vital services and support when older people need it most.

In a typical week almost 2.6 million people aged 65 and over speak to three or fewer people they know1, with over 225,000 often going a week without speaking to anyone at all2. New research revealed by Cadbury Dairy Milk and Age UK illustrates the impact of loneliness with over half a million of those who’ve been lonely claiming it stops them going out and about in everyday life3 with almost 4.5 million older people claiming to have felt lonely during later life4.

The campaign will also encourage Brits to donate their words by pledging to reach out and have a chat with older people in their communities.

For more information about the Cadbury Dairy Milk Donate Your Words campaign visit www.ageuk.org.uk/donateyourwords.

Dave

1 Age UK calculation based on data from Kantar TNS F2F Omnibus Research polling for Age UK, July 2019 (sample of 1896 people aged 65+ in Great Britain) and ONS mid-year 2018 population estimates (accessed 13th August 2019). 21.66% of people surveyed answered either ‘no one’ or ‘only one person’ or ‘2-3 people’ when asked: In a typical week, how many people (whom you don’t know) do you normally chat to? The ONS estimate that there are 11,857,360 people aged 65 and over in Great Britain. The number of people therefore aged 65 and over in Great Britain who speak to three or fewer people they know is estimated to be 2,568,550 (i.e. 21.66% multiplied by 11,857,360; differences in answer due to rounding of percentage figure).

2 Age UK’s latest analysis of the English Longitudinal Study of Ageing (ELSA) Wave 8. Figures extrapolated by Age UK to national population using ONS Population Estimates 2017 The data was collected from a representative sample of 5478 people aged 50 and older living in England in 2016-17 and estimates were scaled up to the English population aged 50 and older using Office for National Statistics mid-year population estimates for 2017. Age UK estimate that 2.2% of people in England aged 65 and older (approximately 225,500) do not live with a partner, and meet up with or speak on the phone with their children, family and friends less often than once a week.

3 Age UK calculation based on data from Kantar TNS F2F Omnibus Research polling for Age UK, July 2019 (sample of 1896 people aged 65+ in Great Britain) and ONS mid-year 2018 population estimates (accessed 13th August 2019). 37.63% of people surveyed indicated that they had had periods in later life where they felt lonely. 11.81% of these people answered either ‘somewhat lacking in confidence’ or ‘Not confident or lacking in confidence’ when asked: Thinking about any times in your later life when you felt lonely, how did you feel about… getting out and about generally’? The ONS estimate that there are 11,857,360 people aged 65 and over in Great Britain. The number of people therefore aged 65 and over in Great Britain who when they have felt lonely have not had the confidence to get out and about is estimated to be 526,994 (i.e. 37.63% multiplied by 11.81% multiplied by 11,857,360; differences in answer due to rounding of percentage figure).

4 Age UK calculation based on data from Kantar TNS F2F Omnibus Research polling for Age UK, July 2019 (sample of 1896 people aged 65+ in Great Britain) and ONS mid-year 2018 population estimates (accessed 13th August 2019). 37.63% of people surveyed answered either ‘rarely’ or ‘sometimes’ ‘often’ or ‘always’ when asked: Many of us have probably felt lonely at some point. Have you at any time, in your later life, had periods where you have felt lonely? The ONS estimate that there are 11,857,360 people aged 65 and over in Great Britain. The number of people therefore aged 65 and over in Great Britain who have felt lonely in later life is estimated to be 4,462,026 (i.e. 37.63% multiplied 11,857,360; differences in answer due to rounding of percentage figure).