Cadbury dives into archives to help dementia sufferers

Cadbury and Alzheimer’s Research UK have joined forces to distribute thousands of “Memory Bar Boxes” featuring iconic Dairy Milk packaging from as far back as 1915 until the present day, to help people living with dementia evoke memories and stimulate conversation.

Devised by VCCP London, the initiative follows increasing requests from care homes, dementia support groups and those caring for those living with the disease to the Cadbury archives for packaging that is no longer in circulation, in order to spark nostalgic memories among people living with Alzheimer’s.

This led to the Mondelēz International brand partnering with Alzheimer’s Research UK to create the Memory Bar boxes which also fits in with the Yours For 200 Years campaign, which celebrates Cadbury’s 200th anniversary and its long-standing relationship with the British public.

There are almost one million people living with dementia in the UK today and analysis from Alzheimer’s Research UK confirms it to be the UK’s biggest killer. The number of people living with dementia is predicted to increase to more than 1.6 million by 2050.

One activity which has been suggested as being beneficial to those living with dementia as well as carers is Reminiscence Therapy, which involves discussing memories and past experiences using tangible prompts such as photographs or nostalgic items.

Crafted by Girl&Bear, the boxes also feature a digital download link, where carers can find extra content, including classic posters and past packaging from other Cadbury products, produced by Bernadette.

The carefully selected archive material tells the story of the British brand, in moments big and small.

Members of the public are also able to apply for their own Memory Bar Box if they feel this could support similar memory stimulating activity at home. Some 1,000 boxes have also been distributed to care homes across the country, with 2,000 going directly to ARUK supporters who have been affected by the disease.

Cadbury is also donating £200,000 to support Alzheimer’s Research UK’s search for a cure for dementia and its work to drive awareness of the condition.

Cadbury senior marketing manager Elise Burditt said: “As Cadbury turns 200 this year, there has been great excitement in celebrating the longstanding relationship between the brand and the British public.

“Two centuries years of products that have become part of our culture in life moments big and small. As part of the celebrations, we wanted to answer special requests that had been coming from care homes, dementia support groups and members of the public over the years, for nostalgic Cadbury wrappers and posters, which could provide a sense of comfort and connection to those living with dementia.”

VCCP London creative director Angus Vine added: “We’ve all got special memories when it comes to Cadbury and the fact the public have reached out to request old wrappers to help those living with dementia, shows their power in helping trigger these fond memories.

” To bring back the most iconic designs of Cadbury Dairy Milk has been a privilege and we hope they will bring moments of connection for people living with Alzheimer’s and their loved ones.”