Cannes Lions

Dyslexic Sperm Bank

Y&R LONDON, London / MADE BY DYSLEXIA / 2017

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Case Film
Supporting Content

Overview

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Credits

Overview

Description

We launched the world’s first Dyslexic Sperm Bank as an activation to launch the charity Made by Dyslexia. The message behind the fully-functional sperm bank was that the world needs more dyslexics, like Richard Branson, Steve Jobs, Albert Einstein et al. The pop-up sperm bank was staffed by a dyslexia expert who informed visitors about the benefits of dyslexia in order to change their perceptions. The sperm bank contained catalogues and portraits of history’s successful dyslexics to support the expert’s claims. Hidden cameras filmed people’s reactions, which were turned into a heart-warming content film.

Execution

The campaign took place over a month. Firstly, Richard Branson – a dyslexic – announced the sperm bank’s launch through his social media channels. This was picked up by BBC Radio 4 and the i Newspaper. Branson was so impressed with the idea he became a permanent patron of the charity.

Secondly, we launched the world’s first dyslexic sperm bank. We used hidden cameras to film the visitor’s reactions. We turned this into a heartwarming content film. The stunt and film went viral and changed the nation’s perception of dyslexia.

Outcome

Richard Branson was so impressed with the idea that he became a permanent patron of the charity. The Sunday Times, The Independent, i Newspaper, ITV, BBC News, BBC Radio 4, The Metro, Mashable, The Fast Company and Huffington Post covered the campaign. The campaign reached 77 million and positive mentions of dyslexia went up by 66%.

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