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Editorial 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:
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.
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.
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.
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.
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.