Charities, Public Health & Safety & Public Awareness Messages

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Bronze

CAMPAIGN

Dyslexia Did Not Stop Me

AGENCY

Geometry Global

CLIENT

Dyslexia Association of Malaysia

BRAND

Dyslexia Association

DETAILS

CAMPAIGN SUMMARY

The Dyslexia Association of Malaysia (DAM) had a very small communication budget to reach out to the public about dyslexia. Yet everyday it was faced with the evidence about how vital it was to create this awareness –children with dyslexia were often labelled as lazy or stupid, blighting their life and limiting their vibrant young potential.

We knew that the biggest barrier in providing the right help for the dyslexic child was actually their parents. We had a powerful insight - People with dyslexia find ways to compensate for their condition, which tends to develop their problem solving and creativity skills. We used this insight to convince parents that dyslexia can enable rather than disable.

Well known dyslexic achievers were showcased through the work of a dyslexic illustrator. The media strategy was to seed the posters online to create awareness and buzz, and to display them on ground in the DAM catchment area, to create behavioural impact. The posters went viral online and were shared across the globe, as well as being extensively covered by online media, leading to millions of media impressions to date. The DAM saw a huge positive impact on its work, with more parents coming forward to get their child tested.

CAMPAIGN

Unselfie

AGENCY

BBDO Guerrero

CLIENT

Agency

BRAND

Typhoon Haiyan Aid

DETAILS

CAMPAIGN SUMMARY

At the end of 2013 the Oxford dictionary declared ‘selfie,’ the act of taking your own picture and posting them on social media as the word of the year. On March 8, 2014, Time magazine declared two cities in the Philippines as the ‘selfie’ capitals of the world. These cities average 258 per 100,000 people proudly sharing their self-photos with the tag ‘selfie’ on them. Other Philippine cities also hold ranks 9, 16, 59 and 72 in a study amongst 459 cities.

A few months before on November 8, 2013 the strongest storm recorded in history made landfall in the southern provinces of the Philippines. Haiyan is also the deadliest typhoon in recorded Philippine history in a country that is no stranger to natural disasters. By the time it had levelled a small city it left behind a trail of devastation amounting to USD 12B in damage.

This case documents how turning the ‘selfie’ selfless led to a large-scale awareness drive to raise funds and donations for all affected by Haiyan. It documents how you can convert the social currency of profile photos into actual media values to deliver an important message at an extremely important time.