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There's a crisis in the UK; 1.4 million older people struggle with loneliness, 225,000 often go a whole week without speaking to anyone.

That’s why VCCP and Cadbury Dairy Milk have launched a new brand campaign, 'Donate Your Words', in support of Age UK. For the first time ever the UK’s number one chocolate brand has removed the words from its iconic purple bars and is 'donating' them to the Charity to help alleviate loneliness amongst older people.

The limited edition bar will be sold in supermarkets nationwide with 30p from each bar going towards Age UK to help provide vital services and support when older people need it most.

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, supported through social media, TV show partnerships, retail pop up experiences and even a custom built Facebook chatbot conversational interface.