Millions of children and their parents each year turn to search when they discover their dyslexia. But the search, “What is dyslexia?”, they’re told that it’s a “disability” or a “lifelong learning disorder”. It ignores the reality, and powers, of these different thinkers.

 

Global charity, Made By Dyslexia, and Clemenger BBDO, have devised an ingenious solution. They have intercept the front page of search globally with a film, ensuring children and parents find a more balanced, strengths-based understanding of dyslexia at the top of their searches.

Their film, What is dyslexia?, is named after the most widely searched term, to take advantage of a film’s ability to receive a Google Knowledge Panel and jump to the top of Page Rank. The film will ensure dyslexic children discover exactly what they need to know about dyslexia in their critical moment of discovery. It’s featured on the homepage of YouTube Kids and is supported by film reviews and global press from IMDB, Letterboxd, and Rotten Tomatoes.

The film tells the story of a young girl named Lola as she learns she has dyslexia, a scene familiar to millions each year. Turning to the internet for answers, she’s confronted by descriptions that leave her feeling hopeless. But then she meets a famous dyslexic inventor who takes her on a journey of self-discovery, introducing her to incredible dyslexics such as Henry Ford, Muhammad Ali and visionaries from the worlds of film, art and science.

The animated short film, produced by Australian production company, FINCH, and stars Jeremy Irons (parent of a dyslexic thinker), Liv Tyler (dyslexic thinker), Hope Day (dyslexic thinker) and Jaleen Best (who plays Muhammad Ali in the upcoming Amazon series, The Greatest). It was directed by Kyra Bartley and executive produced by Kate Grigg (dyslexic thinker and founder of Made By Dyslexia), Lainey Musselman (dyslexic thinker) and Rob Galluzzo (dyslexic thinker). The music score is by Grammy award winner, Lorne Balfe (dyslexic thinker) and Ted Griggs.

Creative studio, Art&Graft, developed a unique mixed-media animation style that blends painterly, hand-drawn 2D techniques with a 3D character animation pipeline, using brushwork, variable frame rates and composited 2D elements to create a tactile, expressive visual experience.

The film premiered at the UK’s biggest cinema screen the BFI IMAX in London on Saturday April 25.

Giles Watson, ECD, Clemenger BBDO, stated, “The “Knowledge Panel” can’t be bought or gamed, it’s shaped by cultural signals, not advertising. So, we engineered this film to influence those signals. Every element, from casting and animation style to reviews and distribution, was designed to help it surface at the top of search and transform it into something far more powerful.”

Psembi Kinstan, lead creative partner of Made By Dyslexia, added, “After years of development from the initial idea through to a full-scale film that’s impeccably crafted, we’ve worked with the world’s best talent to ensure this film has a global reach and becomes a critical success. It’s playing at film festivals around the world, in schools globally, and of course, it’ll be discovered by millions of children at the top of Google.”

Every comment, share and review helps towards ensuring the film reaches the top of Google worldwide. Made By Dyslexia is calling on schools across the globe to play the film and take part in the charity’s free training to recognise and value Dyslexic Thinking.

Watch the film. Comment. Share it. Do your part too.

Credits:
Agency: Clemenger BBDO
Client: Made By Dyslexia
Production: Finch
Animation: Art&Graft
Sound: Massive Music