Scotland’s annual Dyslexia Awareness Campaign is an opportunity an old-fashioned social-good poster design. Taking one of our national youth work outcomes to heart, the intention for this campaign was to inspire young dyslexic Scots to be more optimistic for their futures.
Along with photographer Dave Ferguson, we worked with 5 dyslexic Scots, representing Police Scotland, Creative Industries, Enterprise, Teaching and the Civil Service, to challenge perceptions about career success and learning difference.
Following the success of our 2018 My Wider World collaboration, which highlighted the breadth of gifts and challenges associated with dyslexia, we saw scope for capturing what it means to be dyslexic in relation to work and career development in modern Scotland. Amidst a global trend for promoting the famous and exceptional dyslexic thinkers, we spotted the value in shining a light on the everyday, real people ‘in the wild’ to show that career success and satisfaction come in a range of ways, and that dyslexia shouldn’t inhibit any path you want to take. The message had to be bold and simple, so in a nod to legendary designer Barbara Kruger, we captioned the headline declaration of each portrait “I’m dyslexic” to prompt realisation and ignite change in thinking about what dyslexia means in relation to career trajectory.
Response to the campaign was positive. There was praise for the use of ‘real’ people and appreciation that dyslexic people can, and do, thrive in careers, providing the right conditions are set. One surprising and delightful result is the declaration of so many other people on social media of their roles, and how dyslexia has shaped their journey, some even paying homage to the posters with their own mocked up selfies.
The campaign called for this:
"This Dyslexia Awareness Week in Scotland, if you’re dyslexic, consider your own career journey. What has enabled your progress? What things have held you back? If you could give your younger self some words of wisdom, what would you say?
For everyone else, consider the ways you can support and celebrate dyslexia in your life, learning and work. Print some posters, start some conversations, ignite some change."
Changes we wanted these posters to effect:
Young dyslexic Scots are more optimistic for their futures
Employers, colleagues, educators and others recognise the potential of dyslexic thinkers in life, learning and work and provide the right conditions and support to help them thrive
We live in a fairer, more inclusive, dyslexia-friendlier Scotland