2017 Winners & Shortlists


CategoryArt Direction / Design

The Campaign

Instead of telling our audience how Sydlexia treats dyslexia, we decided to show them. The first step was to create an abstract graphical representation of how dyslexics perceive the written word. We designed a series of posters that visually echoed the fragmented and confusing way dyslexics perceive text. These posters were sent to a select audience, who were invited to learn how to fold it at our website. Utilizing the art of origami, the correctly folded poster would reveal a paper-craft animal as well as the decoded animal’s name emblazoned on its side. In this way, we showcased both the challenges dyslexics face as well as the abstract educational techniques Sydlexia uses to help children overcome them.

Creative Execution

We chose different coloured posters not just for aesthetic reasons, but also because dyslexics find it easier to read on lightly coloured paper. Instead of using just black type we used visually interesting colour combinations that complimented the base colour of each poster for some visual flair. The aim of these communications was to make them universally accessible. We created printable posters that can be downloaded from anywhere and were available in two versions: ones that could be printed in colour on white paper, or ones that you print in black on coloured papers. The paper chosen is thin but cotton based which allows for easy folding while maintaining strength. Developing the posters so that the typography aligned with the end folds was very involved, and required the design of a folding grid that calculated where to position the broken pieces of type so our deconstructed type could become legible.


More than 11,000 people visited Sydlexia’s website in the first week to learn how to fold the posters and find out more about dyslexia. The posters have been downloaded more than 34,000 times since launch date. As a result, Sydlexia registered a 500% increase in enquiries received and they’ve never been happier to help.

Ultimately, the goal of these posters were to drive our audience to our website and increase awareness of both dyslexia and its treatments. People who received the posters were invited to sydlexia.com. Web statistics indicated that those visitors who chose to visit the site to learn how to fold the origami poster also lingered elsewhere on the site, succeeding in our goal of educating more people about Sydlexia and how it goes about treating learning disabilities.

Even though an estimated 1 in 10 people worldwide have dyslexia, there is very limited awareness as to what it is and even less as to how it’s treated. Most people have a vague notion that it relates to having difficulty reading, but have no idea what that means or how it manifests in the real world. As such, we wanted to first show our audience what dyslexia looks like before demonstrating how our teaching methodology can help you make sense of it, in essence providing a real world example of how Sydlexia helps them overcome their disabilities.


Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Ryan Atkinson Impact BBDO Dubai Design Creative Director
Mohamed Samir Impact BBDO Dubai Senior Creative Designer
Rijin Kunnath Impact BBDO Dubai Graphic Designer
Jamie Kennaway Impact BBDO Dubai Creative Director
Steve De Lange Impact BBDO Dubai Creative Director
Alok Mohan Impact BBDO Dubai Creative Director
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