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McDonald’s Contorts Its Displays To Depict Life In The Eyes Of A Dyslexic
By Mikelle Leow, 05 Oct 2018
Dyslexia, a language learning and recognition difficulty, affects one in five people globally.
To commemorate World Dyslexia Awareness Day on 4 October, McDonald’s Sweden—a firm advocate of reading that has distributed over 15 million books through ‘Happy Meals’—has joined hands with Nord DDB to present the world in the eyes of a dyslexic.
McDonald’s rolled out a nationwide campaign that saw it mixing up the letters in its outdoor advertisements and restaurant menus to depict the challenges a dyslexic person might face in order to complete tasks often taken for granted by others.
“McDonald’s is big enough to make a difference—it feels good to be able to use our scale and our voice in society to visualize an invisible problem that many suffer from,” said Christoffer Rönnblad, marketing director at McDonald’s Sweden in a press release.
The movement echoes the story of a book that the chain released in its ‘Happy Meals’ this year, Bråkiga Bokstäver (Foul Letters), which tracks a little boy who struggles to learn to read.
[Video and images courtesy of McDonald’s Sweden and Nord DDB]
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