The Campaign

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 a dyslexic kid 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.

Creative 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', etc. Multi-sensory techniques, bright colours and bold patterns were used not just to catch their attention but also help them remember better.

Indication of how successful the outcome was in the market

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.

Some kids learn fast, a few others have dyslexia. A dyslexic mind learns differently, they learn better with multi-sensory approach. This led us to pop-ups. This 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 better.