Dentsu Webchutney creates campaign for Jaslok Hospital

Jaslok, one of India’s leading hospitals based in Mumbai, has launched an innovative drive to spread awareness about Dyslexia among parents and teachers. Conceptualized by Dentsu Webchutney, ‘The Dyslexic Captcha’ campaign makes people experience Dyslexia first-hand.

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.

Dyslexia is a common learning disorder. It is found in every 10th child. 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 unwillingness to learn or low IQ.

 “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,” said Dr.TarangGianchandani (CEO), Jaslok Hospital and Research Centre.

Gaurav Soi, Executive Vice President, DenstuWebchutney 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,” said Gurbaksh Singh, Chief Creative Technologist, DentsuWebchutney Innovation Lab.

The campaign has been effective in generating conversations around Dyslexia. The first week of the campaign has resulted in heightened number of visits to the experts.

Case Film:  https://www.youtube.com/watch?v=0KjPU-Oj0gE