Entertainment > Branded Gaming

MINDCRAFT

BETC, Paris / PUISSANCE DYS / 2023

Awards:

Shortlisted Eurobest
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Overview

Credits

Overview

Why is this work relevant for Entertainment?

Mindcraft is a minecraft map with which we help to detect dyslexia in players, improve their self-esteem and their performance. For a long time, teachers and doctors thought of dyslexics as lazy people with an intellectual disability. In reality, dyslexics are faster intellectually, and project themselves into worlds like video games more easily than others. This is why the association Puissance Dys created Mindcraft, the most difficult map in Minecraft... but not for a dys. A dyslexia screening map designed especially for them and their exceptional abilities to be able to screen them in order to help them.

Background

There are disorders that are in the shadow of society, and dyslexia is one of them.

In France, at least 5 out of 100 children are dyslexic. 20% of the population suffers from dyslexia in the world. But there are many more. Many dyslexics do not know that they are dyslexic, because it is not easy to detect. Although they use 30% of their abilities compared to 10% for others with exceptional strategic abilities, this disorder is the cause of many school dropouts. This is a problem because undetected dyslexic children have difficulties without knowing where it comes from. And if it is not diagnosed in time, it affects their development and their whole life. We have therefore created a tool that enables early detection of the risk of dyslexia so that treatment can be provided as soon as possible and help them discover their unsuspected abilities.

Describe the creative idea

Dyslexia is seen as a disorder synonymous with failure. But in reality dyslexics are faster intellectually with more developed analytical skills. They use 30% of their abilities compared to 10% for others. Because our world is not made for them, they take refuge in other worlds created by other dys people like Minecraft. Designed by Markus Persson, himself dyslexic, Minecraft has more than 38%* of dyslexics, some of whom have not been diagnosed. However, dyslexia is difficult to detect. So, we went into their world to identify them. Mindcraft, is the most difficult Minecraft map ever made... but not for a Dys. It's a screening tool created by dyslexic players and neuropsychologists. Inside the game, the tests can only be won by Dyslexics because their level of difficulty is very high. Once the game is over, each detected Dyslexic is assisted by the association.

 Study Dyslexia Akademia Ignatianum Poland

Describe the strategy & insight

Our strategy to detect dyslexic Minecraft players in a rewarding, entertaining and guilt-free way. With this new map, the Puissance Dys association wants to show that dyslexic children have great abilities. “Dyslexia is often considered a handicap" explains Béatrice Sauvageot, a neurologist and speech therapist. But, in fact, it is not a malfunction of the brain. It's a different way of functioning, which gives you superpowers. Dyslexia is actually an extraordinary power! Dyslexics have a better ability to find their way in space. They are also more creative than others. And these qualities are important for playing Minecraft! However, many people still suffer in silence because of a lack of diagnosis. Dys Power has therefore gone to look for them where they are in a majority. On Minecraft, one of the most popular games in the world designed by a dyslexic.

Describe the craft & execution

Mindcraft a milestone for dyslexics launched on October 10th 2022 for Dyslexia Day. An influencer media plan on Twitch, Instagram, Youtube, TV, on TEDx... where we organised numerous live streams on the influencers' channels where they acted as "guides" through the Mindcraft maze. Housed in 12 contributor carousels, the map featured content produced by influencers in several languages, where they commented on testing and screening for dyslexics, such as the difficulties of this unusual map to discover the super skills of dyslexics. Televisions channels like BFMTV, France 5, TV5 also talked about the operation. A TedX conference with Béatrice Sauvageot, neurologist, speech therapist and founder of Puissance Dys allowed the general public and specialists to discover the map. The map was also made available to schools via Minecraft education.

Describe the results

After its launch first in France and then in Europe, Mindcraft became the most downloaded Minecraft map at its launch with 17,000 downloads in 48 hours. 235,004 people were identified as dyslexic thanks to the map. The map was recognised as being in the public interest and extended to Minecraft Education for schools. Today, Mindcraft continues to expand its reach with 620,000 tests conducted to date through Minecraft Education. The partnership with Minecraft was instrumental in developing the application and promoting it at launch and continues today..

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