Dyslexia Association digital street campaign goes live

Advertising displays in public places are being used to convey a sense of the challenges dyslexia can present to those in the workplace, and to encourage a more dyslexic-friendly society.

James Hayes | 17th Jul 18
The British Dyslexia Association's award-winning campaign uses digital out-of-home displays to convey a sense of what it is like to live with dyslexia: the longer people look at the screens, the more jumbled the words and letters become, to reflect what it can be like to be dyslexic.

Facial detection technology on digital out-of-home (OOH) screens is being used to give the public a sense of what it is like to live with dyslexia.

Created by Alex Moore and Lewis Beaton at agency Leo Burnett London for the British Dyslexia Association, ‘A Moment of Dyslexia’ won the Charity category first prize at the Ocean Outdoor annual digital creative competition. These awards celebrate innovative ideas designed to extend the boundaries of digital out-of-home (OOH) media.

The dynamic long-form text that appears on the displays is triggered for display by Look Out, Ocean’s audience facial detection technology. This measures audience attention time as people stop to read the text. The longer people look at the screens, the more jumbled the words and letters become, to reflect what it can be like to be dyslexic.

The awareness-raising campaign runs on Ocean digital street displays for two days ending on July 17 in two key locations: on The Loop in Birmingham and the Eat Street screen at Westfield London.

“Providing an experience of visual distraction, which affects many dyslexic people, can transform peoples’ appreciation of what it means to be dyslexic. An awareness of how to make simple adjustments can make a real difference to the workplace,” said Margaret Malpas MBE, Vice President at the British Dyslexia Association. “Many dyslexic adults find digital application forms that time-out are a real problem, for example – but wouldn’t it be better for everyone if they didn’t do that?”

Malpas added: “One in ten people in the UK has some level of dyslexia, and can it affect their memory, personal organisation and literacy, but not their capability to succeed. With an appreciation of the difficulties [staff affected] can face in the workplace, it’s fairly easy to provide a dyslexia-friendly environment that benefits everyone.”

Malpas will join other British Dyslexia Association representatives today to distribute flyers in London to further drive awareness of the campaign.