We are delighted that our Round Pegs, Square Holes campaign for Made by Dyslexia has been shortlisted in the CNGO – Best Equality & Inclusion Cause Campaign category in this year’s Purpose Awards EMEA. It’s an issue close to my heart, as the parent of a dyslexic child who has battled through a traditional school system – change is clearly needed, and we’re confident this campaign is already making a difference.
Between 10% and 20% of people in the U.K. are dyslexic, but at least 80% of children leave formal education without being diagnosed. What’s more, almost three-quarters of teachers don’t feel equipped to identify and teach students with dyslexia. There was a clear opportunity to challenging outdated and damaging perceptions, reframe unique skills and talents of dyslexic children, and inspire both educators and parents to complete free online training, to develop their own abilities to support all children to thrive.
Our digital-first campaign targeted parents/carers and educators in the U.K. and U.S., showing them short, animated films highlighting the challenge children experience with traditional teaching methods alongside the crucial role dyslexic thinking has in the workplace of the future. Social content and paid search advertising then drove users to the Connect the Spots website, where they could take free and simple training to help SPOT, SUPPORT & EMPOWER every child with dyslexia. During the campaign period last year, the website registered over 68,000 visits, with more than 19,000 click-throughs to the online training page. In terms of awareness, our social content reached over one million users, and achieved 370,000 video views.
The impact of the campaign to date has ensured that conversations around dyslexia are being encouraged and awareness of positive teaching methods has increased, these will positively change the lives of dyslexic children in the UK and globally.
We’re looking forward to the virtual awards ceremony in June and wish the best of luck to all those shortlisted, in both our own category and the diverse range of other others.