We needed a way to show dyslexics that there are many others in the same situation and make it easier to talk about the problem. Therefore we created the initiative «Dyslexics with self irony» - inviting dyslexics from all over Norway to share their funny, embarrassing, and weird dyslectic experiences with each other and everyone else. The best stories were recreated as film, print ads, radio, gif´s, photos, adshel and web content. All the content was also gathered on the campaigns Facebook page allowing Dyslexia Norway to engage with their audience in a more informal way and making them more accessible.

Consecutively as stories are submitted we have a team of designers, illustrators, photographers and movie creators recreate and tailor them to different media and placements. The stories are shared on nationwide television, radio, newspapers, magazines, outdoor, banner ads and social media. Facebook serves as the campaign hub making it as easy as possible to get in touch with Dyslexia Norway.

As people shared their sometimes embarrassing stories with us on Facebook, it showed how common the disorder is and how the campaign lowered the threshold to seek help. Paid spend reach of the campaign is 5 million digital impressions, 100 GRP radio and 62 GRP TV On Facebook we organically engaged more than 16% of the target group and increased the membership with 4% in the first month of the campaign. We calculate with about 500.000 people with dyslexia in Norway.