Making Sense Of Dyslexia [image] Impact BBDO Dubai para Sydlexia

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Making Sense Of Dyslexia [image]

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Sector Web pagina, La seguridad pública, salud e higiene
Media Design & Branding, Case study
Mercado Emiratos Árabes Unidos
Agencia Impact BBDO Dubai
Publicado octubre 2016

Premios

Dubai Lynx 2017
Design Communication Design: Posters Gold

Creditos y descripciones

Media: Case Film
Client: Sydlexia
Product: Dyslexia Correcting Facility
Agency: Impact Bbdo Dubai, United Arab Emirates
Entrant: Impact Bbdo Dubai, United Arab Emirates
Product/Service: Dyslexia Correcting Facility
Idea Creation: Impact Bbdo Dubai, United Arab Emirates
Executive Creative Director: Fadi Yaish (Impact Bbdo Dubai)
Design Creative Director: Ryan Atkinson (Impact Bbdo Dubai)
Senior Creative Designer: Mohamed Samir (Impact Bbdo Dubai)
Graphic Designer: Rijin Kunnath (Impact Bbdo Dubai)
Creative Director: Jamie Kennaway (Impact Bbdo Dubai)
Creative Director: Steve De Lange (Impact Bbdo Dubai)
Creative Director: Alok Mohan (Impact Bbdo Dubai)
Website URL: http://sydlexia.org/Learn
The Campaign:
Instead of telling our audience how Sydlexia treats dyslexia, we decided to show them.
The first step was to create an abstract graphical representation of how dyslexics perceive the written word. We designed a series of posters that visually echoed the fragmented and confusing way dyslexics perceive text. These posters were sent to a select audience, who were invited to learn how to fold it at our website.
Utilizing the art of origami, the correctly folded poster would reveal a paper-craft animal as well as the decoded animal’s name emblazoned on its side. In this way, we showcased both the challenges dyslexics face as well as the abstract educational techniques Sydlexia uses to help children overcome them.
Creative Execution:
We chose different coloured posters not just for aesthetic reasons, but also because dyslexics find it easier to read on lightly coloured paper. Instead of using just black type we used visually interesting colour combinations that complimented the base colour of each poster for some visual flair.
The aim of these communications was to make them universally accessible. We created printable posters that can be downloaded from anywhere and were available in two versions: ones that could be printed in colour on white paper, or ones that you print in black on coloured papers.
The paper chosen is thin but cotton based which allows for easy folding while maintaining strength.
Developing the posters so that the typography aligned with the end folds was very involved, and required the design of a folding grid that calculated where to position the broken pieces of type so our deconstructed type could become legible.
Indication of how successful the outcome was in the market:
More than 11,000 people visited Sydlexia’s website in the first week to learn how to fold the posters and find out more about dyslexia. The posters have been downloaded more than 34,000 times since launch date. As a result, Sydlexia registered a 500% increase in enquiries received and they’ve never been happier to help.
Even though an estimated 1 in 10 people worldwide have dyslexia, there is very limited awareness as to what it is and even less as to how it’s treated. Most people have a vague notion that it relates to having difficulty reading, but have no idea what that means or how it manifests in the real world.
As such, we wanted to first show our audience what dyslexia looks like before demonstrating how our teaching methodology can help you make sense of it, in essence providing a real world example of how Sydlexia helps them overcome their disabilities.