Dyscalculia is a learning disorder that makes it difficult to understand numbers and mathematical concepts. Basically, it makes math confusing. And makes banking and managing money even more confusing.

Everyday tasks like tracking spending and transferring money from one account to another can be very stressful. Personal finances are tricky enough, even for those without this condition. And for those with it, well, it can mean costly financial mistakes.

Which is why it was important to get this message right. We consulted people, and families, with Dyscalculia to ensure we recreated their experience in the most authentic way. Because the goal of this radio was to spark awareness about how the U.S. Bank Mobile App Smart Assistant is uniquely equipped to allow users, especially those with Dyscalculia, to use their voice to bank more confidently and help lead more financially independent lives.

Dyscalculia is a learning disorder that affects people's ability to understand number-based information and math. Up to 7% of people have it, and many don’t even realize they have it. This radio campaign is a demonstration of what dealing with everyday math and banking is like for people with Dyscalculia. Because for them, it makes as much sense as dividing kiwis by oranges.

In these executions, every time a number, math problem, or banking term is supposed to be heard, we replace it with another random word that is completely out of context in the environment, creating a confusing experience. Because for those with this condition when talking about numbers, math or banking, you might as well be speaking banana.

Brands haven’t acknowledged the huge group of people affected by Dyscalculia. Especially not banks. Finances play a crucial role in an independent life.

U.S. Bank is committed to making finance more accessible to all. Which is why they created a Smart Assistant feature within their mobile app to help everyone feel more in control of their money, especially those who are differently-abled. When the Smart Assistant connected people to digital features in the app or on the website, there was a 28% increase in people successfully completing their tasks. Overall, completed mobile transactions increased by 128%. Because when it comes to the giant faceless banking industry, it’s important that every person not only feels acknowledged, but empowered to bank on their terms.