Maharashtra Dyslexia Association: The Dancing Letters [video]

Credits & Description:

Title: The Dancing Letters
Agency: Mccann Worldgroup India
Brand: Maharashtra Dyslexia Association
Country: India
Advertising Agency: Mccann Worldgroup India, Mumbai
Entrant Company: Mccann Worldgroup India, Mumbai
Media Agency: Mccann Worldgroup India, Mumbai
Pr Agency: Mccann Worldgroup India, Mumbai
Production Company: Mccann Worldgroup India, Mumbai
Additional Company: Mccann Worldgroup India, Mumbai
Design Agency: Mccann Worldgroup India, Mumbai
Associate Creative Director: Pranav Bhide (Mccann Worldgroup)
Executive Creative Director: Subramani Ramachandran (Mccann Worldgroup)
Associate Creative Director: Archit Gadiyar (Mccann Worldgroup)
Creative Solutions Copy: Aakar Jain (Mccann Worldgroup)
Senior Creative Director: Sharmad Khambekar (Mccann Worldgroup)
Chairman (Asia Pacific), Chief Creative Officer (India): Prasoon Joshi (Mccann Worldgroup)
National Creative Director: Pradyumna Chauhan (Mccann Worldgroup)
Creative Solutions Art: Apurva Muranjan (Mccann Worldgroup)
Campaign Description:
Maharashtra Dyslexia Association handed out 'The Dancing Letters’ book to dyslexic kids, their parents and teachers. Created to reinvent the way of teaching a dyslexic kid, the book illustrates the common reversals, making it easier for him/her to distinguish between similar looking alphabets, words and symbols. In 14 unique and engaging ways, the book uses fun, interactive pop-up typography to showcase the predicament as well as the solution to kids, parents and teachers.
Strategy:
Some kids learn fast, a few others have dyslexia. Dyslexia isn’t the inability to read. The dyslexic mind learns differently. A fact that is not quite known to many. It's also a fact that dyslexic kids learn fast with multi-sensory approach. This fact led us to pop-ups. The pop-up methodology not only enhances the visual experience but also gives an opportunity to interact with the medium itself. Pop-up transformation of similar looking letters helps a kid remember the difference better, and also demonstrates to teachers and parents what goes inside a dyslexic mind.
Execution:
Dyslexic kids learn better when a creative tool is used to teach them, so our design needed to excite them. Our book is based on pop-up methodology. Pop-ups helped us showcase the trickeries that go inside the mind of a dyslexic kid. We used this method to show how 'b' changed to 'd', 'n' to 'u' or 'A' to '4' etc. Multi-sensory techniques, bright colours and bold patterns were used not just to catch their attention but also help them remember better.
Outcome:
The Dancing Letters book has helped many dyslexic kids read and comprehend language better. In addition, the book educated parents and teachers about the common mistakes made by a dyslexic mind. It dispelled the misconception that dyslexia is a prediction of intelligence.
Synopsis:
Dyslexia is described as a learning disability where kids have trouble with readability and comprehension in language. In the mind of a dyslexic kid, alphabets and numbers reverse, flip, mirror and jumble up. As a result, even familiar words become difficult to read.