Making Sense Of Dyslexia [image] 5 Impact BBDO Dubai para Sydlexia

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Making Sense Of Dyslexia [image] 5

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Sector Web pagina, La seguridad pública, salud e higiene
Media Publicidad exterior, vallas publicitarias, carteles, vehículos, Design & Branding, Case study
Mercado Emiratos Árabes Unidos
Agencia Impact BBDO Dubai
Executive Creative Director Fadi Yaish
Creative Director Jamie Kennaway, Steve De Lange, Alok Mohan
Publicado octubre 2016

Premios

Cannes Lions 2017
Design Communication Design: Posters Silver Lion

Creditos y descripciones

Title: Making Sense Of Dyslexia
Agency: Impact Bbdo
Brand: Sydlexia
Country: United Arab Emirates
Entrant Company: Impact Bbdo, Dubai
Advertising Agency: Impact Bbdo, Dubai
Executive Creative Director: Fadi Yaish (Impact Bbdo Dubai)
Creative Director: Alok Mohan (Impact Bbdo Dubai)
Creative Director: Jamie Kennaway (Impact Bbdo Dubai)
Creative Director: Steve De Lange (Impact Bbdo Dubai)
Design Creative Director: Ryan Atkinson (Impact Bbdo Dubai)
Designer: Rijin Kunnath (Impact Bbdo Dubai)
Senior Creative Designer: Mohamed Samir (Impact Bbdo Dubai)
Synopsis:
Sydlexia is a learning institute for dyslexic children. Dyslexia is a largely under-diagnosed disorder that affects 1 in 10 children worldwide. Those who suffer from it can struggle to read even the simplest of words.Additionally, it is understood that the dyslexic mind thinks differently and is known to be highly creative. Conventional left-brain learning techniques aren’t as effective for dyslexics, while, right-brain methods driven by visual, tactile and spatial stimulation are far more effective.Our brief was to increase awareness of Sydlexia’s work with dyslexics and their methodology to treating it. Ultimately, they wanted to drive more people to their website which has more exhaustive resources on the subject of dyslexia and that served as a portal for any enrolment queries.
Strategy:
Even though an estimated 1 in 10 children 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 help our audience understand how dyslexia may feel disorienting when it comes to simple words before demonstrating how our teaching methodology can help you make sense of them, in essence providing a real-world example of how Sydlexia helps them overcome their disorder.
Campaign Description:
Since the problem lay in words our solution lay in typography. We created a set of typographic posters that don’t show how dyslexics see words, but rather illustrate how difficult it can be to make sense of a word you can’t recognize.Created to be torn from their placements, the posters invited the viewers online where they could learn “how to fold this poster”. We created learning tools in the form of interactive origami posters that could be folded into the object represented by the word on the poster.Once folded correctly the poster reveals the decoded word emblazoned on the side of the origami, forging the connection of the word and object in the dyslexic mind. We showcased both the challenges dyslexics face as well as how effective creative educational techniques are at helping overcome them.
Execution:
The posters invited the viewers online where they could learn how to fold them while finding out more about dyslexia. Additionally, we created PDF versions that could be downloaded, shared and printed at home.The colours were chosen because dyslexics find it easier to read on lightly coloured paper and with softer contrasts. The paper chosen is thin but cotton based which allows for easy folding while maintaining strength.
Outcome:
Over 11,000 people visited Sydlexia’s website in the first week and the posters were downloaded more than 34,000 times. And Sydlexia experienced a significant surge in online enquiries.Our posters helped make sense of Dyslexia, not just for those who have it, but also those who don’t.