Madras
Dyslexia Association Joins Hands With Cheil India To Raise Awareness About
Dyslexia
The #DyslexiaOnDisplay initiative aims to make parents
aware and spark the right conversations.
MDA has been helping children overcome
dyslexia for the last two decades. Taking their fight against dyslexia to the
next level, they launched the #DyslexiaOnDisplay initiative.
Conceptualised by Cheil India, the integrated
campaign leverages various digital touchpoints to raise awareness and increase
acceptance about dyslexia among parents and the general public.
The campaign
started with innovative search ads that mimicked the effect dyslexia has on
children. Helping parents identify the signs that are common among children
with dyslexia with a simple search.
The ads led them to a microsite where they
could deep dive into dyslexia, turning concerned parents into aware ones. To
help others make this shift, a Dyslexic Name Generator was created on the
microsite.
The Dyslexic Name Generator is a fun tool that
shows your name through the eyes of children with dyslexia. Users were asked to
use this name on Twitter to rally support.
With just a tap, users could also share their
‘dyslexic name’ on social media helping MDA start the right conversations about
dyslexia.
Speaking on the initiative, D. Chandrasekhar, President, MDA said,
“Dyslexia is a neurological condition that we see in many children. It
expresses itself through poor reading, writing, and executive functioning
capabilities. Parents get panicky and think their child is lazy or has poor
intelligence. But in reality, children with dyslexia are very intelligent. They
can be easily turned around by early intervention. With this initiative, we
hope to make dyslexia a part of everyday conversations so that it is easily
identified.”
Adding his insights, Emmanuel Upputuru, Chief
Creative Officer, Cheil India said, “At Cheil, we believe in the power of good
ideas, backed by simple technology. With this initiative, we tried to make
parents understand what it is like to live with dyslexia using smart
technology. Because only when you understand dyslexia can you fight it better.”
“Parents are spending more and more time
online, either surfing the Internet or scrolling through social media. That’s
why we rolled out this integrated campaign on various digital touchpoints to
spark the right conversations about dyslexia,” added Sanjeev Jasani, Chief
Operating Officer, Cheil India.
About MDA:
The Madras Dyslexia Association was
set up in 1992 as a non profit organization with the objective of assisting
children with Dyslexia through special teaching methods. They work extensively
with dyslexic children right from an initial assessment to taking them through
their academic stream with specially set up training methods. They also work
closely with several schools across Tamil Nadu in this process.
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