The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Experiential & Immersive

Dyslexic Thinking

Agency FCB Inferno / London

Client Virgin Group / Made By Dyslexia

Category

Brand Partnerships

Annual ID

OS23_EX076M

About the Work

Despite 1 in 5 people worldwide being affected by dyslexia, 97% of the population still view it negatively. This is because the current definition is outdated, classifying dyslexia as a “learning disability,” an “impairment,” or a “medical disorder.” But in fact, recent research has shown that dyslexics outperform other people at a wide variety of skills such as creativity, empathy, leadership, and outside the box thinking - skills that are especially valuable in the workplace. So Virgin – a company famously founded by Sir Richard Branson, who is dyslexic - partnered with charity Made by Dyslexia, LinkedIn, and Dictionary.com to shift focus to the term “dyslexic thinking” - a phrase that highlights all the positive skills people with dyslexia possess. To raise awareness, LinkedIn changed its platform to feature dyslexic thinking as an official skill. Dictionary.com then vetted it through their rigorous accreditation process and added it to their dictionary. Sir Richard was the first to announce that he had added the term to his LinkedIn profile, creating a groundswell of support from celebrities and non-celebrities alike. We also ran hyper-targeted ads on LinkedIn tailored to HR professionals encouraging them to actively seek candidates who listed “dyslexic thinking” in their profiles. The campaign was immediately taken up internationally, with an opportunity to see of 1,046,067,131 at a media value of approximately £1M. Tracking public sentiment, we saw positive mentions about dyslexia increase by 1562%, while negative mentions decreased by 4450%. Within 30 days, 13,000 HR and recruitment leaders had also viewed the advert explaining how Dyslexic Thinkers could help take their company to the next level. Finally, over 10,200 people had added “Dyslexic Thinking” as a skill on LinkedIn, a number which continues to grow to this day.

2023 Awards

Total Points: 3

Merit

Credits

Agency

FCB Inferno / London

Client / Brand

LinkedIn / London
Made By Dyslexia / London
Virgin Group / London

Chief Creative Officer

Owen Lee
Danilo Boer

Creative Director

Jessica Giles
Austin Hamilton

Designer

Dante Attuoni

Editor

Viliam Snirc

Business Affairs Manager

Caio Silva

Communications & Events Officer

Ellie Ball

Creative Producer

Rachael Clarke

Director & Editor

Alvaro Ramirez

Director of production

Nikki Chapman

EVP Communications - PR & Partnerships

Cc Clark

Founder

Kate Griggs

Group Communications & External Relations Director

Tamara Pickett

Publicity Director

Karen McNamara

Senior Content & Communications Lead

Tania Steere

Video Editor & Animator

Tomas Jenkins

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