Following the success of its first-ever Accessible Easter Egg Hunt in 2023 hosted in Melbourne, Cadbury is continuing the event in Sydney at NextSense, a non-profit organisation providing services for Australians who are blind, have low vision, deaf or hard of hearing.
With the help of creative technology studio, FutureLabs, Cadbury’s Accessible Easter Egg explores what ‘inclusivity’ looks like at Easter. Utilising audible sound, bluetooth and proximity sensor technologies, Cadbury’s Accessible Easter Egg relies on sound, rather than sight, to allow those who are blind or have low vision and their families to participate in the annual tradition of the Easter Egg Hunt.
Mondelez ANZ vice president marketing Ben Wicks said last years Accessible Easter Egg Hunt had an overwhelmingly positive response.
“Seeing the smiles and excitement on the faces of those who participated was a truly heartwarming experience, and hence, led us to consider what was next on our journey to make Easter an even more accessible occasion for all Australians.
“Opening up the Accessible Easter Egg hunt to the members of the NextSense community who are vision impaired and their families has further solidified our commitment to continue supporting the wider community and make Easter an accessible celebration for all,” said Wicks.
Looking to bring its Accessible Easter Egg Hunt to Sydney in 2024, Cadbury extended the opportunity to be involved to NextSense after observing its work with hearing and vision loss since the 1860s.
NextSense chief executive said Chris Rehn said it was important to continue the conversations surrounding a more inclusive society and events.
“We are delighted to host Cadbury this year to continue this terrific inclusivity initiative. Our focus is on working alongside our clients to break down barriers so they can reach their unique potential and individual goals,” said Rehn.
NextSense works with individuals and their families to create an individual program of care or education that meets their unique needs. It has pioneered many advances, from championing compulsory education for children with hearing and vision loss, to launching Australia’s first computerised braille production unit, and leading the Australian Childhood Vision Impairment Register.
