With an art-like neon installation we wanted to trigger the attention of academics in a non-advertising environment and show them the hidden potential of dyslexics.

Therefore we created a neon sign with the word “LEGASTHENIE” (English: Dyslexia) with an visual effect, that switched in a loop several letters off and left only the letters “GENIE” (English: Genius) on.

A plate, like in a museum, hanging next to the neon sign, gave information about dyslexia and called academics to inform themselves on the website of the BVL Association.

This way, the main message “Dyslexics are not stupid” and “they just think different” was impactful combined with an active, on eye-level call for academics to inform themselves.

Last, the flickering light effect helped the idea to resolve (GENIE = GENIUS) and visually to draw attention of by passers.

Since we were on a university campus, a place where the target group moves, but no classic advertisements are allowed, we wanted that the message almost looked like an interesting art installation. Something academics would find interesting and welcome.

The neon typography installation was 2,50 meters long and 30 centimeters high. All letters were individually handmade. Since neon light letters ideally need to be one-line fonts without disruption, we created the type-font of the word “LEGASTHENIE” by ourselves. Grotesque fonts were the inspiration to create a simple, legible and technically doable font. A neon sign designer supervised the production of the letters which took about a month. The second step was even more difficult: to design and program the visual effect of the flickering letters. A special programmable software helped us to create the desired effect. Finally, two connected high voltage circuits (one for the flickering letters) steered the installation.

This idea showed very clearly the hidden potential of dyslexics to future teachers in a non-advertisement environment. As an art-like installation, it triggered the attention of the academics and made high quality contacts. It had a sustainable impact on future teachers and perhaps helped a bit to change the perspective that will have on their future students.

The main objective, to create awareness for the fact “dyslexics are not stupid” was highly fulfilled by directly targeting teachers in a budget efficient way, with a format on academic eye level. The website of the Association had significant higher visitors. In the future, the Association wants to use the neon letters on their annual German convention and is planning to use the installation as a road show element in other universities. The animation of the letters as a film will be used throughout the year on the web and social media.