CADBURY has launched Memory Bar Boxes containing Dairy Milk chocolates in classic packaging to support carers and those living with dementia undertake memory activities.
The initiative, which comes in partnership with Alzheimer’s Research UK, follows Cadbury receiving a number of requests over the years from care homes and dementia support groups for retro packaging and archive material to be used in Reminiscence Therapy.
Reminiscence Therapy is suggested as being beneficial to those living with dementia, with it involving discussing memories and past experiences using tangible prompts such as photographs or nostalgic items to evoke memories and conversation.
Dairy Milk bars in iconic packaging from as far back as 1915 until the present day are featured in the Memory Bar Boxes, as well as digital download content which includes classic Cadbury posters and past packaging from other products.
Samantha Benham-Hermetz, executive director of policy and communications at Alzheimer’s Research UK, said, “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.”
Elise Burditt, senior marketing director at Cadbury, added, “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 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.”
Sarah Cadwallader, general manager at Barchester’s Elgar Court Care Home in Malvern, commented, “Our approach to caring for residents living with dementia is focused on positivity and delivering person-centred care – it can be a complex condition and at times frustrating both for the person living with it and their loved ones, as they experience changes in their abilities. An activity that we have found to be beneficial in improving cognition and mood is designing group activities to help residents reminisce and take a trip back through time – a great way of stimulating conversation. Through its Memory Bar Boxes, Cadbury has brought joy to generations of people. The memorable wrappers brought positive happy stimuli during these activities and provided an opportunity to share memories and laughter together.”
Alzheimer’s Research UK supporter Layla Andrews, whose mother Karen was diagnosed with dementia at the age of 64, understands the impact of dementia first-hand.
She said, “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.”
