M&C dyslexia print work calls attention to reading problem

M&C Saatchi has created a print ad for the dyslexia charity Hornsby International in an effort to recruit people to train as therapists.

The ad aims to highlight the difficulties faced by people with dyslexia and to challenge people to sign up for the charity's revamped distance-learning courses, which it launched last autumn.

The type-only ad uses jumbled-up words to explain that it doesn't matter what order letters are in in a word, as long as the first and last are in the correct position. It becomes a call to action asking if the reader could help unjumble the letters for someone who can't.

It will run in London and breaks in the Evening Standard on 5 April.

The ad was written by Paul Hodgkinson and art directed by Bill Gallacher and Justin Shill. The typographer was Simon Warden.

Media planning and buying was handled by M&C Saatchi.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).