New Campaign Highlights Problem Of Dyselexia In School Children
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 10 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 per cent of Australian Year
four students not achieving proficient reading levels; this is equivalent to more than 50,000
students per year and 20 per cent of children at risk of reading failure.
Dr Sandra Marshall, Chairperson for Code Read Dyslexia Network, “The failure and
underachievement of students with dyslexia at school is both a human right and a public
health issue.
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, Marshall said.
“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 Nineiii – intervention,
accommodations, and support are crucial to improve reading and subsequent life outcomes,
at any age.
Currently, 44 per cent of Australian adults are functionally illiterateiv – 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.
Jonathan Kerr, Code Read Dyslexia Network Board Member and Chief Marketing & Delivery Officer of Budget Direct Insurance added: “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. Addressing dyslexia properly in Australia will have profound impact on the lives and prospects of 10 per cent 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.
KWP’s CEO David O’Loughlin said: “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.
“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,” O’Loughlin said.
CREDITS
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
JCDecaux
PR: 303Mullenlowe
Photo Retoucher: Carl Baker @ Mat Baker
Marketing Ops / Media: Budget Direct In-House Team
Please login with linkedin to comment
Code Read Dyslexia NetworkLatest News
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.