Cadbury takes stand against racism and intolerance online with ‘Symbol for All’

Cadbury has taken a stand against online racism and intolerance, unveiling a ‘Symbol For All’, created by Ogilvy Melbourne.

The symbol was initially intended to be revealed on the United Nations’ World Harmony Day, 21st of March, however was delayed due to the Christchurch terror attacks.

Cadbury’s symbol for all will be used to respond to hate-filled comments on its social media platforms.

The brand is also encouraging any person, organisation or company to adopt it and express their support for a more inclusive and respectful society.

The symbol was created in a collaboration between eight designers, anthropologist Dr Marilyn Metta, and project manager Gareth Proctor – who all hail from different cultural backgrounds.

Paul Chatfield, Mondelēz International’s director of marketing for chocolate said in a statement: “Every single day, Cadbury’s Australian Facebook page is flooded with hateful messages and comments that have nothing to do with chocolate and everything to do with racist sentiment. As an iconic brand in Australia we have a voice and a responsibility to lead by example, which has been the impetus for the creation of this symbol.

“By responding to these comments with positivity, we’re demonstrating an unwavering commitment to inclusivity and encouraging others to find the ‘glass and half in everyone’.

“We invite anyone who wants to show their support for a diverse and inclusive Australia to join us in sharing the symbol by downloading it, customising it and sharing it on their own channels.”

The ‘Symbol for all’ created by Ogilvy Melbourne for Cadbury

Ogilvy Melbourne and Cadbury also consulted The Australian Multicultural Foundation and Inclusive Australia during the design process.

Josh Murrell and Sharon Condy, creative directors at Ogilvy Melbourne, said: “We wanted to show what Cadbury truly stands for by creating a universal symbol of unity. By responding to all the negative commentary with a positive solution, we can shine a light on inclusivity and encourage others to do the same.”

Ogilvy Melbourne executive creative director, David Ponce de Leon, stated: “As we looked into this project we realised there’s a symbol for almost everything and everybody. But there wasn’t a Symbol For All. As more and more things set out to divide in this world, we found no better way to demonstrate the world should truly be for everyone. Our symbol is a solution, a response and a brand statement, all rolled into one.”

Anthropologist Dr Marilyn Metta was humbled to work on the project: “I know that all of the designers and experts involved in this project share the sentiment that it was an honour to be engaged in an initiative that exists to create a positive impact on our broader community.

“It was a saddening shock to everyone that on the second day into the project the Christchurch terror attack unfolded. From that moment on we had even more resolve to find a visual symbol that would show that there’s more that unites us than sets us apart.”


Paul Chatfield – Marketing Director, Chocolate, ANZ
Anthony Ho –  Associate Director, Brand Equity, Chocolate & Biscuits, ANZ
Amanda Bronesky – Senior Brand Manager, Chocolate
Ben Wicks – Director, Global Brand Equity, Cadbury
Mie-Leng Wong – Head of Global Brands, Cadbury Halls & Tang

Ogilvy Melbourne
Rebecca Matlioski – Copywriter
Ben Ryding – Art Director
Sharon Condy, Josh Murrell – Creative Directors
David Ponce de Leon – Executive Creative Director
Andrew Vohmann – Senior Digital Designer
Gavin MacMillan, Michael McEwan – Managing Directors
Virginia Pracht – Head of Strategy
Danielle Chapman – Group Account Director
Bianca Kerr – Account Director
Oliver Corcoran – Social Community Manager
Bridget Pringle – Digital Producer
Susannah George – Head of Film and Content
Alana Teasdale – Senior Broadcast/Content Producer
Fee Townshend – Director Curve Comms

Symbol Designers
Bradley Pinkerton – Designer
Bibi Barba – Visual Artist
Noor Sleiman – Designer
Melissa Robinson-Cole -Visual Artist
Abdul Abdullah – Visual Artist
Joris Van Imhoff – Designer
Joy Li – Designer
Pin Athwal – Designer
Gareth Procter – Project Manager
Marilyn Metta – Anthropologist


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