SDG3 target 3.4: By 2030, reduce by one third premature mortality from non-communicable diseases through prevention and treatment and promote mental health and well-being.
billion earned impressions
uplift in sales
Stark figures show that in the UK alone 1.4 million older people struggle with loneliness and 225,000 older people often go a whole week without speaking to anyone. Research shows that one of the primary factors for an elderly individual having poor mental health and well-being is loneliness.
The Cadbury brand has a heritage of being a force for social good. In recent times its advertising has showcased the brand’s ability to bring people together but the brand now wanted to take positive action to alleviate this growing societal problem of loneliness.
It needed to create hard-hitting, brand-relevant, awareness-raising activity accompanied by an easily-activated mechanism that allowed consumers to help contribute to solving the problem - either by a donation of money or time.
To achieve these goals we brought a number of specialist skills to bear on the powerful ‘Donate Your Words’ campaign, in partnership with Age UK. The campaign aimed to create empathy and encourage people to donate their time to have a conversation with an elderly person, or help raise money so that Age UK could better tackle the issue of loneliness.
Our teams worked on a strategy of ‘storytelling and story doing’. Elements included partnering with Sky for a PR campaign focused on placing TV celebrity Sue Perkins in isolation to highlight the suffering of loneliness. A video capturing the problem of societal loneliness was also created and played to the cast of Channel 4 programme Gogglebox to capture their emotional responses - the content culminated in a call-to-action for the audience to donate their words.
The simple mechanic for participation in ‘Donate your Words’ involved production of a Dairy Milk bar with the famous name removed, leaving simply the brand’s iconic ‘glass half full’ logo remaining. For every one of these special bars sold Cadbury donated 30 pence to Age UK.
The campaign extended to social media, with a Facebook chatbot and Twitter conversation cards that allowed people to donate or volunteer with the charity.
The campaign succeeded in its aims with wide reach and an impressive volume of responses. Activity generated over 1.2 billion earned impressions and 990,000 people pledged that they would ‘donate their words’ either via the chatbot or directly to Age UK’s website, helping tackle the issue of elderly loneliness head on, through the simple actions of individuals in the community.
Sales of the bespoke bars enjoyed an uplift of 90% during the campaign period providing Age UK with higher cash donations as a result.
Check out more inspiring examples of our work on SDG3.
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
dentsumcgarrybowen: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
CMO.com is powered by products within Adobe Experience Cloud that work together seamlessly. We built the site on Adobe Experience Manager, which enables content authors to easily deliver persona...