Product Design Lions > Goods
McCANN WORLDGROUP INDIA, Mumbai / MAHARASHTRA DYSLEXIA ASSOCIATION / 2016
Awards:
Overview
Credits
CampaignDescription
Maharashtra Dyslexia Association handed out 'The Dancing Letters’ book to dyslexic kids, their parents and teachers. Created to reinvent the way of teaching a dyslexic kid, the book illustrates the common reversals, making it easier for him/her to distinguish between similar looking alphabets, words and symbols. In 14 unique and engaging ways, the book uses fun, interactive pop-up typography to showcase the predicament as well as the solution to kids, parents and teachers.
Execution
The book is entirely made up of paper components. It has 14 interactive pop-ups, each of which is unique by themselves. A simple flip of the page educates the user about the difference between similar looking letters, words and numbers. Bright colours and bold minimalistic graphics makes the book fun to engage with. The simplicity of design helps the user remember the difference better.
Implementation
1 in every 10 children has dyslexia. Dyslexia isn’t the inability to read. The dyslexic mind just learns differently. It's also a fact that dyslexic kids learn faster with multi-sensory approach. This led us to pop-ups. The pop-up methodology not only enhances the visual experience but also gives an opportunity to interact with the medium itself. Transformation of similar looking letters helps a kid remember the difference better.
The book uses 14 unique techniques to demonstrate reversals which are common difficulties that a dyslexic kid faces. As the book was taking shape, every design was put through the test, by introducing it to kids. So as to ensure technique was easily comprehended and fun to engage with.
Outcome
The Dancing Letters book has helped many dyslexic kids read and comprehend language better. In addition, the book educated parents and teachers about the common mistakes made by a dyslexic mind. It dispelled the misconception that dyslexia is a prediction of intelligence.
Synopsis
Dyslexia is described as a learning disability where kids have trouble with readability and comprehension in language. In the mind of a dyslexic kid, alphabets and numbers reverse, flip, mirror and jumble up. As a result, even familiar words become difficult to read.
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