DDB Group Melbourne, New York’s Adam&EveDDB and Collider have teamed up to launch University of Dyslexic Thinking, or DyslexicU, with Made By Dyslexia, Virgin and its founder Sir Richard Branson, who himself is dyslexic.
Described by the World Health Organisation as a ‘learning difficulty’, dyslexia is often associated with poor performance in school, resulting in low self-esteem and creating a barrier to entering the workplace as an adult.
However, the Intelligence 5.0 Report from Made By Dyslexia and recruitment company Randstad revealed that the skills most in-demand by businesses in today’s AI-driven world are complex problem-solving, communication, and creative thinking, skills inherent to dyslexics.
DyslexicU, housed on Open University, aims to provide a ‘new school of thought’, teaching the world the principles of Dyslexic Thinking and repositioning Dyslexic Thinking as the world’s most valuable skill set. DyslexicU was launched during the UN General Assembly in New York on Tuesday, September 24th.
The modules will be accessible worldwide as TikTok partners on the project to host an educational hub that turns the university content into simple, digestible lessons. The platform’s innovative Symphony feature will seamlessly translate lessons into 12 languages to speak to a total audience of more than 3.82 billion.
Psembi Kinstan
DDB Group Melbourne executive creative director, Psembi Kinstan, said: “After working with Kate Griggs since she founded Made by Dyslexia, we are so proud to launch our most ambitious idea yet, one that will continue to transform the perceptions of dyslexia around the world and has the potential to reach millions of students for years to come.”
DDB Group Melbourne conceived the idea of the university and began developing it with the charity over two years ago and the Australian agency is leading partnerships with Adam&EveDDB.
The scale of the idea has grown with the Melbourne agency leading the partnerships with Adam&EveDDB to also bring the launch event to New York. Meanwhile, Collider produced the global commencement speech, and TikTok to scale the content globally.
Sir Richard Branson said at the DyslexicU launch event: “DyslexicU is for anyone, at any stage of life, with a curiosity to learn more about the skills so relevant to this new world. I’m a proud Dyslexic Thinker – it’s made Virgin the brand what it is today. Thinking differently has always been an asset but, in this new world – it’s essential. Being visionary and thinking creatively is a new marker of intelligence that can help you succeed.”
His disruptive ‘Anti-commencement speech’ film was played at the launch event to press and ambassadors and was created by Collider by director duo VERSUS.
Sir Richard and Kate Griggs, the founder of Made By Dyslexia, officially opened the university at the New York event and discussed the findings of the report.
They were joined on stage by an incredible line up of successful dyslexics who also feature in the university courses – including changemaker and ambassador Princess Beatrice, chief executive of Randstad Enterprise Michael Smith, director for education and skills OECD Andreas Schleicher, and space scientist, chancellor of the University of Leicester and ambassador Dame Maggie Aderin-Pocock.
Other contributing dyslexics include Dash Water founder Alex Wright, Shark Tank USA star Barbara Corcoran, Trunki founder Rob Law, Virgin Unite founding CEO Jean Oelwang, activist Erin Brockovich, activist Princess Sarah Zeid, and Lonnie Ali who shared lessons from her late dyslexic husband, legendary boxer Muhammad Ali.
Kate Griggs, founder of Made By Dyslexia, said: “Problem solving, innovation, lateral thinking and interpersonal skills are the most sought-after skills in every job, in every sector, worldwide. And these are all Dyslexic Thinking skills.”
Tamara Pickett, Virgin group director of communications and external relations, said: “The world needs Dyslexic Thinking. Richard and the Virgin Group have supported Made By Dyslexia in its mission to redefine dyslexia since Kate Griggs founded the charity. From adding Dyslexic Thinking to the dictionary, to making it an official drop-down skill on LinkedIn – today’s launch of the world’s first University of Dyslexic Thinking is another huge step forward in re-positioning Dyslexic Thinking as the world’s most aspirational skill set.”
Alex Lefley, Mango Melbourne general manager, part of DDB Group Melbourne, said: “As someone proud of their Dyslexic tag, it’s been an incredible experience leading the global earned media strategy for such a fantastic and important project – the world needs more dyslexic thinking and this is an incredible first step.”
CREDITS:
Company: DDB Group Melbourne
Global Chief Creative Officer: Chaka Sobhani
Group Executive Creative Director: Psembi Kinstan
Deputy Executive Creative Director: Giles Watson – Dyslexic
Head of Copy and Group Creative Partner: James Cowie
Copywriter: Rory Moore
Art Director: Phoenix Santamaria
GM of Mango Melbourne: Alex Lefley – Dyslexic
Head of Craft: Adam Hengstberger – Dyslexic
Studio Manager: Aaron Wickers
Head of Production: Sonia McLaverty
Chief Strategy Officer: Matt Pearce
Head of Social and Content: Sam Snowden
Social Content Creative: Charlotte Funnell
Creative Technologist: Andy Rovenko
General Manager: Khia Croy
Account Director: Oliver Corcoran
Account Manager: Sam Simpson – Dyslexic
Account Manager: Mango: Ruby Loosli
Chief Creative Officer: Stephen de Wolf
CEO: Mike Napolitano
Company: adam&eveDDB, NY
Managing Director: James Rowe
Chief Executive Officer: Caroline Winterton
Executive Creative Director: Cheryl Horsfall
Associate Creative Director, Art: Maggie Garcia
Associate Creative Director, Copy: Javier Toledo
Senior Project Manager: Ross Kessler
Account Director: Nicole Tobias
Video Content Creator: Dillon Smith
Head of Social: Scott Barrett
Company:Virgin
Global Communications Director: Tamara Pickett
Content and Communications Director: Greg Rose
Internal Communications Director: Lea Hawkins-Gaboc
Head of Communications and Content: Tania Steere
Senior Marketing and Communications Manager: Ben Murphy
Communications Manager, UK and ROW: Ellie Ball
Communications Manager, US and Australia: Angela Palmer
Content and Social Producer: Harry Kinnaird
Company: Made by Dyslexia
Founder & CEO: Kate Griggs
Director of Partnerships & Philanthropy: Lucy Squance
Senior Copywriter & Strategist: Shirley Short
Senior Events and Marketing Project Manager: Isabelle Higham
Strategic Executive Assistant & Project Manager: Rachel Carter
Company: Collider
Managing Director: Rachael Ford-Davies
Executive Producer: Tom Slater
Directors: VERSUS (Tanya Babic & Jason Sukadana)
Cinematographer: Grégoire Lière
Production Designer: Karla Milat
Costume Designer: Elle Hioe
Make Up Artist: Chrisato Chris Arai
Casting: Daisy Hicks
Post production: Collider Studio
Creative Director/Co-Founder: Andrew Van Der Westhuyzen
Head of 3D: Dave Sujono
Head of Studio: Hoss Ghonouie
Post Producer: Lara Allen
Editor: Sean McDermott
Colourist: Alina Bermingham
Music and Sound Post: Sonar Music
Composer: Jono Ma
Executive Producer: Sophie Haydon
Company: TikTok
Creative Agency Partners: Nick O’Donnell, Smaran Jworchan
Client Solutions Managers: Kevin O’Neill, Rohan Gupta
Head of Brand & Creative Consultancy: Anthony Dever