The Made by Dyslexia association aims to change the often negative perceptions of dyslexia. A new study conducted in tandem with YouGov indicates that while only 19% of people associate dyslexia with creativity, 84% of dyslexics feel they have above-average creative skills. Based on this insight, Y&R wanted to prove that “dyslexia is not a disadvantage, but an advantage that has helped shape the modern world”. How? As Steve Jobs might have put it (and he should know, as he was one) dyslexics think different.
The campaign suggested that rather than being a weakness, dyslexia is a strength that encourages risk-taking and innovation. It did this by creating a very unusual pop-up store: a Dyslexic Sperm Bank in which visitors were invited to consider having a dyslexic baby. Magnified by an online film, the suitably original PR campaign confronted the public with a different image of dyslexia.