The Campaign

Dyslexia affects approximately 10% of school-going children. However not many people recognise it or give their dyslexic children the attention they need. When a child has problems reading and writing, they automatically think he is lazy or unintelligent. The Dyslexia Association of Malaysia (DAM) was having a difficult time convincing parents and teachers otherwise. Hence, they wanted to raise awareness for dyslexia and turn a negative impression into a positive one filled with hope. They came to us for a solution and the campaign “Vince Low: Dyslexia Couldn’t Stop Me” was born. As an artist and dyslexic himself, Vince was the perfect person to demonstrate how dyslexia could not affect a child’s potential. Using just scribbled pen lines, he turned madness into method by creating stunning portraits that reflected dyslexia aptly. Through his work, Vince became both the messenger and the message for our campaign.

Success of the Campaign

Vince’s drawings not only garnered attention from parents and teachers in Malaysia but also blogs and news portals all over the world including The Huffington Post and The Daily Mail UK. In just one month: • Earned media: RM415,082 (USD127,541) • Earned PR: RM1,245,246 (USD382,623) • Media impressions: 29,959,671 • Views of Vince’s work on Behance.com: 146,782, appreciations: 12,325 • Vince’s current fans and friends on Facebook: 3,939

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The first portraits drawn by Vince featured dyslexic icons who were world-renowned achievers, namely Lennon, Picasso and Einstein. These were simply made into posters and placed at schools, tuition centres and clinics. We also ran the posters in several print publications and billboards in the city. At the same time, we also shared the posters on Facebook and Twitter. As inspired art lovers and dyslexics around the world began spreading these images, blogs and websites began to cover his story. Vince created more portraits of celebrities and garnered more attention to his cause. He also made a video demonstrating how he drew these portraits and shared it via his Facebook and Twitter account.