All credit to Cadbury for using their considerable marketing efforts as a force for good. The problem of elderly loneliness is one of hundreds of issues that need to be tackled globally. But with some low tech, yet impactful ideas and careful implementation Cadbury and Manchester United are making significant strides in raising awareness - unsurprising really ........ chocolate / football. What's not to like!
Cadbury, the Mondelez-owned chocolate giant, has been tackling the issue of elderly loneliness since last September via its 'Donate Your Words' campaign. Now, it's adding football into the mix to reach untapped audiences, working with Manchester United drive a conversation around the isolation faced by older people in the UK. Cadbury teamed up with Manchester United to swap child mascots for eleven guests of honour who were led onto the pitch ahead of its game against Watford............... The 11 participants were all locals aged 61-87 and dedicated Manchester United fans, picked out by Age UK.