When it comes to kindness, Cadbury isn't on the Fence

It isn't that tough to be kind, and, as this lovely spot for Cadbury goes to show, it can make a big difference to someone's day.

Following a curmudgeonly older man living on his own, frequently disturbed only by the noisy children next door, Fence shows him patiently returning the toys which repeatedly land in his garden. Heartwarmingly, the story concludes with a simple act of kindness from the children next door, reciprocating his generosity. 

Telling the tale of an old gent and his neighbours isn't just a glorious heartstring-pulling tactic of VCCP and Academy's Frederic Planchon, it also ties into a wider scheme from the chocolate brand, in association with Age UK. 

Backed but the sad statistic that 1.4 million older people struggle with loneliness and over 225,000 often going a week without speaking to anyone, Cadbury are ‘donating the words’ from the packaging of their iconic Dairy Milk bar. These limited edition bars will be sold in supermarkets nationwide with 30p from each bar going towards Age UK. This will help provide vital services and support when older people need it most. 

The activity will be supported by a social campaign where people will be encouraged to “donate their words” too. By committing to everyday actions such as checking in on an older neighbour, calling an older relative for a chat or getting involved with Age UK, people across the country can make a difference to the lives of older people in their communities. 

Showing there really is a glass and a half in everyone.