Made By Dyslexia looks to reshape learning

Made by Dyslexia, a charity led by dyslexics, is using its latest campaign to advocate for the reshaping of global school systems to empower dyslexic thinking.  

Created by DDB Melbourne, directed by Photoplay’s Dropbear and voiced by Academy Award-winning actor Jeremy Irons, the spot shines a light on the fact that one in five people are dyslexic, and that many of the world's most influential thinkers are counted among that number, including Albert Einstein, Steve Jobs, Pablo Picasso and Richard Branson.  
  
But education systems across Australia, the US and the UK aren't designed to support the way dyslexic children learn, with the charity’s research finding that only one in 10 teachers globally have a good understanding of the strengths associated with dyslexia and dyslexic thinking.  
  
Commenting on the campaign, Dropbear’s Jonathan Chong says: “Alongside my DOP, Cesar Salmeron, we spent time in the studio and out in the city capturing a variety of interesting objects and scenes that represented the profound ‘hole’ the education system forces all students into. We wanted to be really graphic, in terms of the composition and colour tones, and the simplicity of the idea was a really great starting point to build out this conceptual library of visuals that we could edit together. The whole idea is that the visuals are pared back and focussed on the central ‘hole’ motif."

“We’re grateful for the team of square pegs that contributed to bring this to life, from Jeremy Irons to the incredibly talented team at Photoplay and the exceptional Kate Griggs at Made by Dyslexia," added DDB Group Melbourne Executive Creative Director, Psembi Kinstan. "We are extremely excited about this campaign, and all of our future work with Made by Dyslexia."