The agency launches ‘The Dyslexic Captcha’ campaign
Jaslok a Mumbai-based hospital has launched an innovative drive to spread awareness about Dyslexia among parents and teachers. Dentsu Webchutney has conceptualised ‘The Dyslexic Captcha’ campaign to help the parents understand all about the learning disorder.
As the name suggests, the campaign replaces regular captcha with captcha handwritten by Dyslexic children. Deployed on sites most visited by parents and teachers, The Dyslexic Captcha forces people to decode dyslexic children’s handwriting. On failing, it displays a regular captcha with the following message – The captcha you failed to decode is how a dyslexic child writes. Don’t fail to read the early signs of Dyslexia.
While there is no cure for it yet, medical intervention at the right time can help Dyslexic children lead a normal life. However, most cases go undetected as Dyslexia is mistaken as an unwillingness to learn or low IQ, inform medical experts.
“We are committed to innovation and compassion in healthcare and wellness. Our vision for this campaign was to make our audience understand the perils of Dyslexia. With this idea, we hope to make a difference in how Dyslexia is seen and understood,” added Dr. Tarang Gianchandani (CEO), Jaslok Hospital and Research Centre.
Gaurav Soi, executive vice president, Dentsu Webchutney, said, “Jaslok Hospital is one of the leaders in the healthcare category. This campaign is a testament to Jaslok Hospital’s innovative approach as well as our core belief of staying at the forefront of bringing creative ideas to life via technology.”
“This idea puts parents and teachers in the shoes of Dyslexic children. It not only makes them aware but also gives them an experience of Dyslexia through an interesting media innovation. We are quite sure that it will bring a positive change,” added Gurbaksh Singh, chief creative technologist, Dentsu Webchutney Innovation Lab.