Challenge

Encourage people to start a conversation with an older person and combat loneliness in support Cadbury and Age UK’s Donate Your Words campaign.

The Work

Instead of focusing on the sadness of the subject matter, we created The Originals podcast and engaged national hero and 100-year-old fundraiser Sir Captain Tom as the UK’s oldest podcast host, interviewing fascinating older people to highlight and share the incredible stories you could discover if you start a conversation with an older person.

Impact

With Golin’s help, the campaign generated a 2.1 billion global media reach and drove conversation in 58 countries.