A Sweet Initiative with a Deeper Purpose
In a heartfelt collaboration, Cadbury has unveiled thousands of specially designed Memory Bar Boxes, each containing six limited-edition retro Dairy Milk bars. These boxes are crafted not just to delight chocolate lovers but to support people living with dementia by stimulating conversation and enhancing memory activities.
Partnership with Alzheimer’s Research UK
This initiative is a pivotal part of Cadbury’s partnership with Alzheimer’s Research UK, aiming to accelerate progress towards finding a cure for dementia. The goal is to protect precious memories from being eroded by this devastating condition.
A Personal Touch: Layla and Karen’s Story
Layla Andrews and her mother Karen, who is living with dementia, star in a new film to launch the Memory Bar Boxes. Layla shared the emotional impact of dementia on their lives:
“It’s really tough to see the impact dementia has on my mum. Mum struggles with technology, reading, and writing, and being able to recognise money, which is tough given she used to be a bursar at a school. But she is still able to do so much like walking her dog and swimming. We also make time to connect and that is why this campaign from Cadbury is so important, as it gives us and others the opportunity to reflect on our shared memories over the years.
“I’m proud to be part of this campaign and to raise further awareness for Alzheimer’s Research UK as it continues to work towards finding a cure for dementia.”
Highlighting the Importance of Reminiscence Therapy
The creation of these Memory Bar Boxes stems from numerous requests Cadbury received over the years for retro packaging and archival material. Reminiscence Therapy, an activity beneficial for people with dementia and their carers, involves discussing memories and past experiences using tangible prompts like photographs or nostalgic items to evoke memories and stimulate conversation.
A Message from Alzheimer’s Research UK
Samantha Benham-Hermetz, Executive Director of Policy and Communications at Alzheimer’s Research UK, expressed her excitement about the collaboration:
“We are so excited to be working with Cadbury on these Memory Bar Boxes, as part of our partnership. They are such a special way for people with dementia and their loved ones to reminisce together, and we’re delighted that thousands of people will benefit from them.
“Our partnership with Cadbury is also helping to put a much-needed spotlight on dementia and driving forward Alzheimer’s Research UK’s work towards a cure. It is more important than ever that we continue progress towards new treatments, as this is our best chance of putting a stop to the heartbreak of dementia. But we can’t do this alone. We are so grateful to Cadbury for standing with us and everyone affected by dementia.”
Cadbury’s 200-Year Legacy of Nostalgia and Support
Elise Burditt, Senior Marketing Director at Cadbury, reflected on the brand’s 200th anniversary and its enduring bond with the British public:
“As Cadbury turns 200 this year, there has been great excitement in celebrating the longstanding relationship between the brand and the British public. 200 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.
“Earlier this year, we announced our partnership with Alzheimer’s Research UK and released limited-edition Dairy Milk bars featuring iconic designs from 1915 to the present day. And now those bars feature within these Memory Bar Boxes, which will be sent around the country to people affected by the condition. We are also donating £200,000 to support Alzheimer’s Research UK’s search for a cure for dementia and their work to drive awareness of the condition.”
A Sweet Step Towards a Cure
Cadbury’s Memory Bar Boxes are more than just a sweet treat; they are a thoughtful gesture towards a community in need. By fostering reminiscence and supporting Alzheimer’s Research UK, Cadbury is playing a significant role in the fight against dementia, ensuring that cherished memories remain a part of our lives for years to come.
