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.