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Cadbury makes Easter egg hunts more fun for the visually impaired

Cadbury makes Easter egg hunts more fun for the visually impaired
(Source: Supplied)

Easter egg hunts are traditionally done on sight, where those who can spot bright wrappings in their surroundings capture the eggs first. For those who are visually challenged, this is far from possible – until today.

Seeking to make Easter traditions more accessible for everyone, Cadbury has collaborated with technology studio, Future Labs, to develop a way to flip the tradition and make the hunt rely on sound and not sight.

Kathy De Lullo, senior marketing manager ANZ at Mondelez, shared that the confectionery company has worked with The Royal Children’s Hospital’s Good Friday Appeal for more than 20 years, and they’ve seen the joy that holidays like Easter bring to children. 

“Upon recognising the logistics of an Easter egg hunt are harder for vision-impaired children, we set out to make a change for the better and engaged the team at FutureLabs to help us make Easter an accessible occasion for all,” said De Lullo.

To make this innovation possible, the company also teamed up with Blind Citizens Australia (BCA) to collect insights and understanding through focus groups with its members and be the first to trial this technology.

“We’re happy to see initiatives such as this that help increase the accessibility of day-to-day life for people who are blind or vision impaired and bring awareness to the barriers that people with disability face every day,” said Sally Aurisch, CEO at Blind Citizens Australia. 

Simona D’Angelo, the mother of nine-year-old Sienna, who was born with Optic Nerve Hypoplasia, shared that the event was a “game changer” for her daughter and all kids with additional needs. 

It has meant that Sienna can feel completely included with her peers; every year, they get to do their Easter egg hunts, whether that be at school or with friends, but the inclusion of this new technology has meant she can feel like all the other kids at Easter time, an experience she’s not had to date,” said D’Angelo.

“So, we’re grateful to Cadbury for creating a more inclusive hunt this year.”

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