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 - Gaming

Quest for Dyslexia

Agency Cheil Hong Kong + Cheil PengTai Beijing

Client Samsung

Category

Mobile Gaming

Annual ID

OS23_GA002G

About the Work

BACKGROUND Dyslexia affects over 15 million children in China. But fewer than 5% are actually diagnosed. As a result, most kids do not get the help they need at a key time in their learning development. Samsung wanted to change this. IDEA QUEST FOR DYSLEXIA. The hacked gaming quests that help detect signs of dyslexia. STRATEGY Dyslexia is hard to detect. To make matters worse, Chinese parents are too embarrassed to take their kids to a test centre. So we took the test to them by hacking a game they already play. EXECUTION Working with one of the country’s biggest game developers, we hacked ‘Young Warrior’—the biggest adventure game of the year and China’s equivalent to ‘World of Warcraft’. Dyslexics have difficulty recognising the shapes of Chinese characters and often confuse words of a similar shape. Using over 100 of these commonly-mistaken words, we redesigned the gaming quests and let kids play the game, just as they normally would. This is where a child with dyslexia might find it difficult to visualise the characters. – so ‘water’ (水) might be misread as ‘wood’ (木) – ‘left’ (左) might be misread as ‘right’ (右) – and ‘bright’ (明) might be misread as ‘dark’ (暗) Failure to grasp these could be a key indicator. Using machine learning to track the players’ actions, gamers who consistently misread the quests were identified as potentially having dyslexia. Notifications were then sent to the parents, prompting them to seek further diagnosis. RESULTS The hacked game acted as an early detection tool. Over one million tests were conducted in the first month. Nearly 25,000 potential cases of dyslexia were identified. Best of all, parents could test their kids—just by letting them play the game.

2023 Awards

Total Points: 45

Credits

Agency

Cheil Hong Kong
Cheil PengTai Beijing

Art Director

Edmond Leung

Chief Creative Officer

Paul Chan

Executive Creative Director

Kimmy Liu

Group Creative Director

Wilson Ang

Associate Creative Director

Timothy Tian
Xiaoguang Ren

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