Cadbury and Alzheimer’s Research UK has distributed 4,000 Memory Bar Boxes to people living with dementia and their loved ones, specially made by VCCP London.

Care homes, dementia support groups and those caring for those living with the disease have been reaching out to the Cadbury archives for packaging no longer in circulation, in order to evoke nostalgic memories amongst people living with Alzheimer’s. Noticing this demand, Cadbury partnered with Alzheimer’s Research UK to create Memory Bar boxes featuring iconic Dairy Milk packaging, from as far back as 1915 until the present day, reintroduced by Bulletproof (Cadbury’s branding agency).

Building on the Yours For 200 Years campaign, which celebrates Cadbury’s 200th anniversary and its long-standing relationship with the British public, VCCP London created the Memory Bar Boxes to mark Dementia Action Week (13th-19th May).

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 to evoke memories and to stimulate conversation.

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 an iconic British brand, this year celebrating its 200th anniversary, that has been part of people’s lives through generations, in moments big and small.

Throughout Dementia Action Week, members of the public will be able to apply for their own Memory Bar Box if they feel this could support similar memory stimulating activity at home. 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.

Find out more on VCCP.