New campaign aims to build understanding around scope and impact of dyslexia

Marketing chief shares how the campaign taps into his personal experience of dyslexia and the campaign's ambitions

A new campaign aimed at raising awareness of the many Australians suffering from dyslexia has proven an emotional project for Auto & General’s CMO, Jonathan Kerr, based on his own personal experiences.

The first above-the-line campaign for the Code Read Dyslexia Network debuts this week, and was created in partnership with Adelaide-based advertising agency, KWP!. The ‘Read my frustration’ campaign will be running across TV and billboards as well as digital and social platforms and is supported by Nine, Seven, Ten, Foxtel, QMS, Google, oOh!Media and JCDecaux.

The campaign is designed to raise awareness of the prevalence of dyslexia in Australia, as well as the ongoing lack of support within classroom and education environments. It is estimated one in 10 Australians have dyslexia, while a 2016 Progress in International Reading Literacy Study found 20 per cent of children are at risk of reading failure.

Code Read Dyslexia Network was established as a not-for-profit in 2017 by a mix of parents, carers, educators and health professionals who have all been impacted by dyslexia. Its vision is to help build an understanding of the learning difficulty and those who suffer from it by not only lifting community awareness but also working with governments and decision makers in the education system and workplace. 

Kerr, who has spent the last 10 years spearheading marketing and digital for Auto & General, parent company of insurance brands such as Budget Direct, became a board member of the NFP in March 2020 and has first-hand experience of the learning difficulty.

“As a dyslexic that battled my way through the system 30 years ago, I was staggered to find out that so little has changed since my school years. So I had to get involved and do something about it,” he said. “Addressing dyslexia properly in Australia will have a profound impact on the lives and prospects of 10 per cent of Australians and in turn, the prospects of Australia as whole.”

At a personal level, Kerr said he was looking to the campaign to help Australians understand what it’s like to be dyslexic and recognise both the size of the problem, as well as the opportunity.

“Early identification is relatively straightforward and early intervention can have a massive impact on our society,” he told CMO. “The greatest irony is that many of the proven ways of helping dyslexics learn to read are very good at helping everyone learn to read, so it's a win/win solution.”

Code Read Dyslexia Network chairperson, Dr Sandra Marshall, called the failure and underachievement of students with dyslexia at school as both a “human right and a public health issue”.

“We know early identification, reading instruction informed by science, and supportive classroom environments would allow all dyslexics to achieve their potential,” she said. “But that’s not happening.”

Early invention is a key step in ensuring the majority of those with dyslexia do learn to read successfully, Dr Marshall said.

“Beyond awareness, Code Read Dyslexia Network’s key campaign goal is to change people’s views of dyslexia and to emphasise that dyslexia is not linked to intelligence, and those that have dyslexia can learn to read. High expectations for all students is critical,” she added.

Kerr also hoped the campaign would raise awareness of the prevalence of dyslexia in Australia and said many were “blown away” to hear so many in the community are dyslexic.

“I want to draw attention to the pain and frustration currently occurring largely due to lack of early identification and intervention, and general lack of support and understanding,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in