Maharashtra Dyslexia Association: DYSLEXIA BOOK

Credits & Description:

Category: Flat Mailing

Advertiser: MAHARASHTRA DYSLEXIA ASSOCIATION

Product/Service: DYSLEXIA ASSOCIATION

Agency: GREY WORLDWIDE INDIA

National Creative Director: Amit Akali (Grey India)

National Creative Director: Malvika Mehra (Grey India)

Senior Executive Creative Director: Rohit Malkani (Grey India)

Executive Creative Director: Karan Rawat (Grey India)

Senior Creative Director: Bhavesh Kosambia (Grey India)

Creative Director: Sachin Kamath (Grey India)

Copywriter: Mandar Acharekar (Grey India)

Art Director: Mandar Acharekar (Grey India)

Media placement: Direct Mailer - Schools Across Mumbai - 14th November, 2011

Media placement: Direct Mailer - Schools Across Navi Mumbai - 16th November, 2011



Describe the brief/objective of the direct campaign.

Brief:

Dyslexic kids face various hurdles at school – one of the biggest being that they are unable to write entire statements in a straight line; something that comes naturally to most kids their age.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

SOLUTION

We designed a Direct Mailer where a school book was printed with uneven & squiggly lines instead of straight ones to give people a glimpse into how dyslexic kids view books and statements.



Explain why the creative execution was relevant to the product or service.

This DM was circulated amongst all the top schools of the country and was ably supported by counselling workshops that were conducted free of charge.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The campaign has been running successfully in small towns and large cities across the country and hundreds of school kids have benefited from it.