Older people are misrepresented.

There's a sweeping generalisation that elderly people are fragile
and in need of looking after.

But this isn’t true. This generation paved the way.
They've seen things and done things we could only dream of.

We wanted to give these incredible people a place where their amazing stories could be heard.

So we put them somewhere where they couldn’t be missed.

On every bar of Cadbury Dairy Milk.