Cadbury has removed the words from its Dairy Milk bar for the first time in support of Age UK to combat loneliness among the older generation. “Donate your words” will give 30p to Age UK for each limited-edition bar sold.

We Directed this heartfelt film that tells stories of a number of older people cast from Age UK who have felt alone in later life. We wanted the film to encourage people to recognise and speak to older people in their communities. A friendly ‘Hello’ or ‘How are you?’ is something most of us take for granted but something so simple can make a massive difference to peoples lives.

Director: Tubby Brother
Agency: VCCP
Producer: Greta Wynn Davies
DOP: Jim Jolliffe
Sound: Martin Leitner @ WAVE
Colourist: Lewis Crossfield @ Time Based Arts