Brief challenge:
Create a powerful social awareness for a South African brand that can add value to society.
The campaign:
The concept behind this campaign was to put our target audience in the shoes of a dyslexic. We wanted our target market to be able to empathise with the sufferers of the cause and to be able to try and relate to them on a more personal level. Our campaign's target market is primarily young parents between the ages of 25 and 40 who are less aware of how common dyslexia actually is. The target audience was found to regularly engage with more traditional forms of media such as magazines and television, hence the executions and use of a television commercial as well as huge billboards.
The purpose of this campaign is to educate, create awareness regarding the cause, and bring to light the seriousness of this disability.
The executions:
The two print campaigns consist of childhood nursery songs that are taught in preschool. The reason as to why we chose these songs is because we wanted to use recognisable lyrics. Using childhood songs evokes a sense of empathy towards the sufferers of dyslexia. The visuals also link to the songs and so the viewer should be able to identify the text/nursery lyrics relatively easily. The copy at the bottom of the print advertisements is confrontational and challenges the viewer's confidence in something which they cannot easily read.
The television commercial consists of a person who is obviously dyslexic, typing into Google "what are the symptoms of dyslexia in children" but struggles to type this simple sentence - illustrating the difficulties first hand. The commercial is simple, making its concept easy to grasp. The commercial is aimed to evoke a sense of frustration and empathy from the viewer as the they feel helpless in aiding the completion of such a simple sentence. At the end of the commercial the viewer is confronted by the idea that dyslexia is more common than one would think and that their children might have this disability without them even knowing.
Print replicating the nursery rhyme 'Ba ba black sheep'.
Print replicating the nursery rhyme 'Twinkle twinkle little star'.
Print replicating the nursery rhyme 'Jack and Jill'.
Visit Red Apple Dyslexia Association's website at dyslexiasa.org, or call
them on (016) 454 0281.
