Millions of children and their parents each year turn to search upon first discovering their dyslexia. However, when they search “What is dyslexia?”, they find language that defines them by their limitations, with the front page showing negative terms, like “lifelong learning disorder” and “word-blindness”.
Global charity Made By Dyslexia, in collaboration with Clemenger BBDO Melbourne, decided to intercept the front page of search globally, ensuring children and parents find a more balanced, strengths-based understanding of dyslexia at the top of their searches.
Introducing ‘What is dyslexia?’, a film named after the most widely searched term, taking 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. However, when her future seems at its most bleak, Lola meets an unlikely friend, a famous dyslexic inventor who takes her on a journey of self-discovery, introducing her to incredible dyslexics like Henry Ford, Muhammad Ali and visionaries from the worlds of film, art and science.
Starring actors Jeremy Irons, Liv Tyler and Jaleen Best (who plays Ali in the upcoming Amazon series The Greatest), the animated short premiered at the UK’s biggest cinema screen the BFI IMAX in London on Saturday, April 25. The film was directed by Kyra Bartley through Finch, crafted by Art&Graft London, with music by Grammy award winning Lorne Balfe and Ted Griggs. The film was executive produced by Kate Griggs, founder of Made By Dyslexia. 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.
Giles Watson, executive creative director, Clemenger BBDO, said, “‘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 the charity said, “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.”
The campaign builds on growing global recognition of Dyslexic Thinking as a valuable skill set, with Made by Dyslexia’s research highlighting that the most in-demand skills in the world today are exactly those inherent to dyslexic thinkers.
Griggs said, “For too long, a search for ‘What is dyslexia’ has returned a narrative defined by challenges. This film marks a vital next step in our work to change how the world understands dyslexia–combining inspiring performances with a bold, painterly style that reflects the creative, colorful, imaginative way dyslexic minds see the world, helping young people recognize their brilliance.”
Actor Irons, the voice of the wise inventor said, “Coming from a family of creative dyslexics, I know just how important it is that we ensure all dyslexic children understand their extraordinary strengths. Throughout history, dyslexics have played a role in many of the world’s most significant innovations, from the light bulb to the motor car.
“I am so proud to be involved in this wonderful project and hope that everyone will support us in watching, sharing and reviewing the film, so that each year, millions of children and parents will find it at the top of their searches.”
But now, the project needs help from the public. 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 recognize and value Dyslexic thinking.
