THE DYSLEXIC CAPTCHA

Silver Spike

Case Film

Presentation Image

TitleTHE DYSLEXIC CAPTCHA
ClientJASLOK HOSPITAL AND RESEARCH CENTRE
Product / ServiceDYSLEXIA CONSULTATION
CategoryB09. Use of Digital Platforms
EntrantDENTSU WEBCHUTNEY Gurgaon, INDIA
Idea Creation DENTSU WEBCHUTNEY Gurgaon, INDIA
Media Placement DENTSU WEBCHUTNEY Gurgaon, INDIA
Production DENTSU WEBCHUTNEY Gurgaon, INDIA

The Campaign

It is difficult to explain Dyslexia. And more so for a 5 year old. So we decided to make parents and teachers experience dyslexia themselves. This way they would know what it means to be dyslexic. To make them experience Dyslexia we picked Captcha as our medium. It is a gateway and nobody skips or ignores it. In fact people try hard to decode it just like dyslexic children try to decode any word. We did a media innovation and converted Dyslexic Children's handwriting into captcha and forced parents and teachers to decode it. As expected, most of our audience failed to decode the captcha correctly. When they hit refresh, we served a regular captcha with our message - The captcha you failed to decode is how a dyslexic child writes. Don’t fail to read the early signs of Dyslexia.

Creative Execution

The Dyslexic Captcha was targeted at Parents and teachers of children in the age group of 5-10 years. We placed the The Dyslexic Captcha on sites most frequented by our TG. The captcha was run during winter vacations when parents spend more time with children. Articles were sent to key influencers and media. The campaign sparked relevant conversations on the social media. Many media channels and blogs featured The Dyslexic Captcha. Many national and international sites volunteered to run it. This gave us an increase in reach and engagement without any cost. Many schools invited our experts to train their staff. More than 200 teachers were trained.

The Dyslexic Captcha registered a 64% higher engagement rate. Search interest grew by 17%. Many national and international sites volunteered to run The Dyslexic Captcha at zero cost. Many schools invited our experts to conduct Dyslexia awareness workshops for teachers. More than 200 teachers were trained. Visits to Jaslok Hospital's Dyslexia experts increased by 176%

Dyslexia can not be cured, but an intervention at the right time can help. The big problem is to make our TG understand dyslexia. So, we decide to rather give them an experience of dyslexia. For this, we created a media innovation by replacing the regular captcha with the handwriting of dyslexic children. We chose captcha because it can neither be skipped or ignored and also because people decode it just like dyslexic children decode everything they read. The media placement was executed on parenting and education sites that are most frequented by parents and teachers, our core TG.

Insights, Strategy and the Idea

Objective: To increase early detection of Dyslexia. Target Audience: Parents and Teachers of kids in 5-10 years age group. Choice of Medium: Captcha. Banners can be skipped. Ads can be ignored. But, captcha is never skipped, never ignored. Approach: We converted Dyslexic Children's handwriting into captcha and forced parents and teachers to decode it. As expected, most of our audience failed to decode the captcha correctly. 95% of our audience hit refresh to obtain a new captcha. This time, we served a regular captcha with our message - The captcha you failed to decode is how a dyslexic child writes. Don’t fail to read the early signs of Dyslexia. Users could avail more information or schedule an appointment with our experts by clicking on the captcha.

Credits

Name Company Position
Gurbaksh Singh Dentsu Webchutney Chief Creative Technologist
Vishal Sagar Dentsu Webchutney Associate Creative Director
Hemant Kumar Dentsu Webchutney Interacive Lead
Sachin Kumar Dentsu Webchutney Art Director
Kavita Gupta Dentsu Webchutney Art Director
Ramesh Kumar Dentsu Webchutney Animator
Gaurav Soi Dentsu Webchutney EVP
Arjun Paramhans Dentsu Webchutney Account Director
Akshay Raheja Soul Pixel Director
Sumantra Talukdar Dentsu Webchutney Junior Producer
Thanglalson Ngaithe Dentsu Webchutney Editor
Gurjot Shah Singh Dentsu Webchutney Media Head
Links
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