Sydlexia is a dyslexia association (see what they did there?) that aims to present dyslexia not as an inability to spell, but as a different way of learning. Approximately one in ten people worldwide are dyslexic, and the association offers a number of innovative tools to help them. To illustrate the problems dyslexics face, Impact BBDO Dubai created posters showing fragments of letters that would be impossible for anyone to decipher. However, once folded according to a set of instructions, the posters transformed into origami sculptures illustrating words written on their sides. On the street, passersby could take posters from billboards and follow the online folding instructions. The campaign recently won a Silver Loerie in South Africa.