Code Read Dyslexia Network launches Read My Frustration campaign

24 August 2020

Creative Agency: kwp! Advertising

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It includes TV, billboard, online and social media elements.

Dyslexia is the most common learning difficulty, yet Australia is failing to properly support those with dyslexia.

Dyslexia is a brain-based condition that primarily affects reading, writing and spelling, with one in ten Australians having dyslexia.

People with dyslexia find it difficult to ‘decode’ words, meaning they experience problems making sense of individual words, which makes learning to read and write difficult. It's a lifelong condition and often runs in families.

Teachers in Australia are currently not trained to teach reading in the most effective way for all children and they receive little to no training about dyslexia, with the current teaching practice to wait for children to fail before intervening.

This has led to 19% of Australian Year Four students not achieving proficient reading levels; this is equivalent to more than 50,000 students per year and 20% of children at risk of reading failure.

“The failure and underachievement of students with dyslexia at school is both a human right and a public health issue," Code Read Dyslexia Network chairperson Dr Sandra Marshall says.

"Our 'Read My Frustration' campaign aims to raise awareness of the prevalence of dyslexia in Australia, while conveying the unnecessary pain and frustration caused by unrecognised dyslexia. We know early identification, reading instruction informed by science, and supportive classroom environments would allow all dyslexics to achieve their potential. But that’s not happening.

"Beyond awareness, Code Read Dyslexia Network's key campaign goal is to change people’s view of dyslexia and to emphasize that dyslexia is NOT linked to intelligence, and that those with dyslexia CAN learn to read. High expectations for all students is critical.”

Dyslexia occurs across its own spectrum from mild to severe and across the entire IQ range. With early identification of struggling readers, and early evidenced based intervention, all but the most severely affected dyslexics can be taught to read.

Early intervention is best practice, and if delayed beyond Year Three, 75% of students will still be behind their age-related peers when they’re in Year Nine - intervention, accommodations, and support are crucial to improve reading and subsequent life outcomes, at any age.

Currently, 44% of Australian adults are functionally illiterate - that is - they lack the literacy skills required to cope with the complex demands of modern life.

By introducing testing and support for dyslexia in the foundational and formative years of Australians lives, these numbers could drastically reduce and ensure those with dyslexia are provided the opportunity to operate at their full potential.

“As a dyslexic that battled my way through the system 30 years ago, I was staggered to find out that so little had changed since my school years, so I had to get involved to do something about it," says Jonathan Kerr, Code Read Dyslexia Network board member and chief marketing and delivery officer of Budget Direct Insurance.

"Addressing dyslexia properly in Australia will have profound impact on the lives and prospects of 10% of Australians and in turn the prospects of Australia as a whole.”

Code Read Dyslexia Network, worked with Adelaide advertising agency KWP! to create the emotive campaign which will feature TV, billboard, online and social media elements.

“The potency and emotion of this piece of work has come from direct experiences and relationships that are very important to us, and in some cases very personal," KWP CEO David O’Loughlin says.

"As parents, friends or caregivers, many staff and suppliers who worked with Code Read on this campaign have supported people who have dyslexia. They have seen the enormous and damaging frustration dyslexia causes, a frustration born from the lack of understanding the broader community has of it.

"We only hope that through this campaign people will lean in and learn more about dyslexia. We hope that children and adults alike will then benefit from that learning and realise their full potential as the smart, capable and confident people they are.”

Credits

Code Read Dyslexia
Chairperson: Dr Sandra Marshall
Vice Chairperson: Carolyn Merritt
Director: Sandra Tidswell
Director: Jonathan Kerr

Agency: KWP!
CEO: David O’Loughlin
Executive Creative Director: Corey Swaffer
Copywriter: Joshua Newnes
Art Director: Kent O’Halloran
Production Manager: Ben Spry
Producer: Peter Lugg
Account Manager: Nat Parsons
Strategist: Brittany James
Finished Artist: Andy Breeding

Production Partners
Production House: 2OC - Tom Molnar
Director: Louise Heesom
DOP/Operator: Max Corkendale
Technical Director: Tom Molnar
Sound: David Tomlinson
Producer: Tayla Stabile
Photographer: Richard Lyons
Hair/Makeup: Annie Tomkinson
Marketing Ops / Media: Budget Direct Team

CSA Partners
oOH! Media
Nine
Seven
Ten
Foxtel
QMS
Google
JCDecaux
PR: 303Mullenlowe
Photo Retoucher: Carl Baker @ Mat Baker
Marketing Ops / Media: Budget Direct In-House Team

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