| Title | THE DANCING LETTERS |
| Brand | MAHARASHTRA DYSLEXIA ASSOCIATION |
| Product / Service | THE DANCING LETTERS BOOK |
| Category | A08. Charities, Public Health & Safety, Public Awareness Messages |
| Entrant | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Idea Creation | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | McCann Worldgroup, Mumbai | Executive Chairman & Regional ED AP |
| Pradyumna Chauhan | McCann Worldgroup | National Creative Director |
| Subramani Ramachandran | McCann Worldgroup | Executive Creative Director |
| Sharmad Khambekar | McCann Worldgroup | Creative Director (Art) |
| Sharmad Khambekar | McCann Worldgroup | Creative Director (Art) |
| Pranav Bhide | McCann Worldgroup | Associate Creative Director (Art) |
| Pranav Bhide | McCann Worldgroup | Associate Creative Director (Art) |
| Apurva Muranjan | McCann Worldgroup | Creative Solutions (Art) |
| Aakar Jain | McCann Worldgroup | Creative Solutions (Copy) |
| Archit Gadiyar | McCann Worldgroup | Associate Creative Director (Copy) |
| Robert Joseph | McCann Worldgroup | AVP Integrated Production |
| Nitin Sawant | McCann Worldgroup | Reprographic Operator |
| Nagesh Mithbowkar | McCann Worldgroup | DTP Operator |
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.
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.
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.
1 in every 10 children has dyslexia. Most of them go unidentified and many get seen as lazy, as reading is difficult for them. We wanted to change this and spread awareness about dyslexia. We crafted interactive posters with do it yourself technique which demonstrated what happens inside the mind of a dyslexic when it tries to read. The posters targeted kids, parents and teachers educating them about dyslexia. These posters created awareness not only in the schools but also, many parents came to the training centres to know more about dyslexia.
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.