The Originals

Golin and VCCP

Agency: Cadbury

Elderly loneliness is a terrible problem in the UK. And in 2020, it got worse with the arrival of COVID. Unfortunately, the sadness of the issue helps it persist - with people often shying away from engaging with older people for fear of a depressing experience. So we changed the narrative to a positive one, focusing on the potential stories you could discover if you were to start a conversation. To dramatize our message, we gave world famous centenarian, Captain Sir Tom Moore, a new mission - become the UK's oldest podcast host. In his podcast series, 'The Originals', he connected with a range of elderly people suffering from loneliness, unlocking their amazing stories and inspiring others to start a conversation in their own lives.