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Design
Innovative Use of Design

Gold Winner

Entrant: McCann Worldgroup, Mumbai
Maharashtra Dyslexia Association - "The Dancing Letters"

Corporate Name of Client: Maharashtra Dyslexia Association

Head of Client Services: Kate Currawalla

Agency: McCann Worldgroup, Mumbai

Chief Creative Officer: Prasoon Joshi

Executive Creative Director: Pradyumna Chauhan

Group Creative Director: Subramani Ramachandran

Creative Director: Sharmad Khambekar

Associate Creative Directors: Pranav Bhide/Archit Gadiyar

Copywriters: Aakar Jain/Sharmad Khambekar/Archit Gadiyar/Pranav Bhide

Art Directors: Pranav Bhide/Apurva Muranjan/Sharmad Khambekar

Agency Producer: Robert Joseph

Design Director: Pranav Bhide

Designer: Pranav Bhide

Graphic Designer: Pranav Bhide

Retouchers: Nitin Sawant/Nagesh Mithbowkar


Description of the Project:
Background:
Dyslexia is described as a learning disability where kids have trouble with readability and comprehension in language. In the mind of a dyslexic kid, alphabets and numbers reverse, flip, mirror and jumble up. As a result, even familiar words become difficult to read.

Idea:
Maharashtra Dyslexia Association handed out 'The Dancing Letters’ book to dyslexic kids, their parents and teachers. Created to reinvent the way of teaching a dyslexic kid, the book illustrates the common reversals, making it easier for him/her to distinguish between similar looking alphabets, words and symbols.  In 15 unique and engaging ways, the book uses fun, interactive pop-up typography to showcase the predicament as well as the solution to kids, parents and teachers.

Strategy:
Some kids learn fast, a few others have dyslexia. Dyslexia isn’t the inability to read. A dyslexic mind just learns differently, a fact not known to many. It's also a fact that dyslexic kids learn fast with multi-sensory approach. This led us to pop-ups. The pop-up methodology not only enhances the visual experience but also gives an opportunity to interact with the medium itself. Pop-up transformation of similar looking letters helps a kid remember the difference and also demonstrates to teachers and parents what goes inside a dyslexic mind.

Execution:
Dyslexic kids learn better when a creative tool is used to teach them, so our design needed to excite them. Our book is based on pop-up methodology. Pop-ups helped us showcase the trickeries that go inside the mind of a dyslexic kid. We used this method to show how 'b' changed to 'd', 'n' to 'u' or 'A' to '4' etc. Multi-sensory techniques, bright colours and bold patterns were used not just to catch their attention but also help them remember better.

Result:
The Dancing Letters book has helped many dyslexic kids read and comprehend language better. In addition, the book educated parents and teachers about the common mistakes made by a dyslexic mind. It dispelled the misconception that dyslexia is a prediction of intelligence.