Digital ads across Sweden alternated between standard lettering and jumbled phrasing to help viewers better understand and appreciate the effects of dyslexia. Photo by Nord DDB Stockholm
“Dyslexia is also very common, affecting 20 percent of the population and representing 80 – 90 percent of all those with learning disabilities.”
—Yale Center for Dyslexia & Creativity
Despite the prevalence of dyslexia, people who haven’t struggled with it have difficulty appreciating the frustration of those who suffer with the disorder.
To help non-dyslexics see through the eyes of those who struggle, making the invisible diagnosis visible, McDonald’s Sweden created an ad campaign coinciding with World Dyslexia Awareness Day on Oct. 4. The burger chain produced digital displays whose letters frequently jumbled in and out of order. The campaign included a free book in Happy Meals about a young boy’s struggles with dyslexia.
“McDonald’s is big enough to make a difference,” explained Christoffer Rönnblad, marketing director of McDonald’s Sweden. “It feels good to be able to use our scale and our voice in society to visualize an invisible problem that many suffer from.”
The Yale Center for Dyslexia & Creativity notes that, “Dyslexia can’t be “cured” — it is lifelong. But with the right supports, dyslexic individuals can become highly successful students and adults.”