Disfam & VANEDUC - "Anthem for inclusion"

Titulo	Anthem for inclusion
Anunciante	N/A
Marca	Disfam & VANEDUC
Data da primeira Transmissão/Publicação	2023 / 1
História	Some studies show that the difficulty to learn and sing songs is a sign of dyslexia. Many of these signs go unnoticed by parents and schools, resulting in 80% of individuals with dyslexia remaining undiagnosed. To help change this, together with professionals and parents of children with dyslexia, we have modified the Argentine National Anthem. A close version of the National Anthem was crafted, preserving its essence, with the most common errors children with dyslexia make when singing a song. The goal was to raise awareness, enabling early identification of these difficulties and facilitating diagnosis. This unique version of the Argentine National Anthem incorporates changes in the performance that mirror the most common alterations experienced by individuals with dyslexia while reading, including substitutions, inversions, contaminations, fragmentations, omissions, and additions in words and phrases. With the campaign, we achieved coverage in over 50 media outlets organically. Mentions of dyslexia on social media increased by 267%, and we achieved a 91% positive sentiment.
Tipo de Mídia	Social Media
Comprimento	125 seconds
Executive Creative Direction	María Lujan Donaire