Madras Dyslexia Association Joins Hands WithCheil India To Raise Awareness About Dyslexia


The #DyslexiaOnDisplay initiative aims to make parents aware and spark the right conversations.

MDA has been helping children overcome dyslexia for the last two decades. Taking their fight against dyslexia to the next level, they launched the #DyslexiaOnDisplay initiative.

Conceptualised by Cheil India, the integrated campaign leverages various digital touchpoints to raise awareness and increase acceptance about dyslexia among parents and the general public.

The campaign started with innovative search ads that mimicked the effect dyslexia has on children. Helping parents identify the signs that are common among children with dyslexia with a simple search.

The ads led them to a microsite where they could deep dive into dyslexia, turning concerned parents into aware ones. To help others make this shift, a Dyslexic Name Generator was created on the microsite.

The Dyslexic Name Generator is a fun tool that shows your name through the eyes of children with dyslexia. Users were asked to use this name on Twitter to rally support.

With just a tap, users could also share their ‘dyslexic name’ on social media helping MDA start the right conversations about dyslexia.

Speaking on the initiative, D. Chandrasekhar, President, MDA said, “Dyslexia is a neurological condition that we see in many children. It expresses itself through poor reading, writing, and executive functioning capabilities. Parents get panicky and think their child is lazy or has poor intelligence. But in reality, children with dyslexia are very intelligent. They can be easily turned around by early intervention. With this initiative, we hope to make dyslexia a part of everyday conversations so that it is easily identified.”

Adding his insights, Emmanuel Upputuru, Chief Creative Officer, Cheil India said, “At Cheil, we believe in the power of good ideas, backed by simple technology. With this initiative, we tried to make parents understand what it is like to live with dyslexia using smart technology. Because only when you understand dyslexia can you fight it better.”

“Parents are spending more and more time online, either surfing the Internet or scrolling through social media. That’s why we rolled out this integrated campaign on various digital touchpoints to spark the right conversations about dyslexia,” added SanjeevJasani, Chief Operating Officer, Cheil India.

About MDA:

The Madras Dyslexia Association was set up in 1992 as a non profit organization with the objective of assisting children with Dyslexia through special teaching methods. They work extensively with dyslexic children right from an initial assessment to taking them through their academic stream with specially set up training methods. They also work closely with several schools across Tamil Nadu in this process.


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