All Together Cereal is a new brand from Kellogg’s, one of the world’s largest food companies. We partnered with GLAAD (Gay & Lesbian Alliance Against Defamation) for Spirit Day, America’s largest anti-bullying campaign to send a visible message of acceptance and solidarity to LGBTQ youth who overwhelmingly face bullying and discrimination in school. A limited edition of All Together was launched online and at an event in NYC and people rushed to purchase a box and to sign the Spirit Day Pledge against bullying. 

It quickly sold out, but then something predictably terrible happened. Our anti-bullying message was bullied from the hateful corners of the Internet. So we re-released it online to keep spreading our message of inclusion. It quickly sold out again, and we silenced the hate with voices of acceptance and love. We are currently in development for a wider release to guarantee our message is felt by more people.

Results: Over 410 million media impressions, doubled last year’s donations, top 10 trending topic on Twitter for the day, nearly 100,000 people signed GLAAD’s Spirit Day pledge against bullying