DDB Group Melbourne, Adam&EveDDB and Collider have teamed up with Sir Richard Branson, Virgin, and Made By Dyslexia to launch the world's first University of Dyslexic Thinking.
DyslexicU, housed on Open University, aims to provide a ‘new school of thought’ and re-position Dyslexic Thinking as the world's most valuable skill set.
Dyslexia, which is described by the World Health Organisation as a 'learning difficulty', is often associated with poor performance in school, resulting in low self-esteem and creating a barrier to entering the workplace as an adult.
However, the Intelligence 5.0 Report from Made By Dyslexia and recruitment company Randstad revealed that the skills most in-demand by businesses in today’s AI-driven world are complex problem solving, communication and creative thinking.
These skills are inherent to dislexics, but those who aren’t dyslexic will also be able to “learn to think like a dyslexic” at DyslexicU.
To ensure the modules are accessible across the world, TikTok is also partnering on the project to host a first-of-its-kind educational hub that turns the university content into simple digestible lessons, using its innovative Symphony feature to seamlessly translate lessons into 12 languages.
Speaking at the DyslexicU launch event Sir Richard Branson said DyslexicU is for anyone, at any stage of life, with a curiosity to learn more about the skills so relevant to this new world.
“I’m a proud Dyslexic Thinker – it’s made Virgin the brand what it is today. Thinking differently has always been an asset but, in this new world – it’s essential,” he said.
“Being visionary and thinking creatively is a new marker of intelligence that can help you succeed.”
Branson’s disruptive ‘Anti-commencement speech’ film was played at the launch event to press and ambassadors and was created by Collider by director duo VERSUS.
Branson and Kate Griggs, the founder of Made By Dyslexia, officially opened the university at the New York event and discussed the findings of the report.
“Problem solving, innovation, lateral thinking and interpersonal skills are the most sought-after skills in every job, in every sector, worldwide. And these are all Dyslexic Thinking skills,” Griggs said.
Mango Melbourne general manager, part of DDB Group Melbourne, Alex Lefley said as someone proud of their Dyslexic tag, it’s been an incredible experience leading the global earned media strategy for such a fantastic and important project .
“The world needs more dyslexic thinking and this is an incredible first step,” Lefley said.
“Free modules on entrepreneurism (made in partnership with Virgin StartUp) and changemaking (made in partnership with Virgin Unite) are already available online for everyone to learn DyslexicThinking at DyslexicU.org, with further modules releasing regularly on topics as broad as filmmaking, intelligence services, culinary arts, finance, sport and fashion."
Credits:
Company: DDB Group Melbourne
Global Chief Creative Officer: Chaka Sobhani
Group Executive Creative Director: Psembi Kinstan
Deputy Executive Creative Director: Giles Watson - Dyslexic
Head of Copy and Group Creative Partner: James Cowie
Copywriter: Rory Moore
Art Director: Phoenix Santamaria
GM of Mango Melbourne: Alex Lefley - Dyslexic
Head of Craft: Adam Hengstberger - Dyslexic
Studio Manager: Aaron Wickers
Head of Production: Sonia McLaverty
Chief Strategy Officer: Matt Pearce
Head of Social and Content: Sam Snowden
Social Content Creative: Charlotte Funnell
Creative Technologist: Andy Rovenko
General Manager: Khia Croy
Account Director: Oliver Corcoran
Account Manager: Sam Simpson - Dyslexic
Account Manager: Mango: Ruby Loosli
Chief Creative Officer: Stephen de Wolf
CEO: Mike Napolitano
Company: adam&eveDDB, NY
Managing Director: James Rowe
Chief Executive Officer: Caroline Winterton
Executive Creative Director: Cheryl Horsfall
Associate Creative Director, Art: Maggie Garcia
Associate Creative Director, Copy: Javier Toledo
Senior Project Manager: Ross Kessler
Account Director: Nicole Tobias
Video Content Creator: Dillon Smith
Head of Social: Scott Barrett
Company: Virgin
Global Communications Director: Tamara Pickett
Content and Communications Director: Greg Rose
Internal Communications Director: Lea Hawkins-Gaboc
Head of Communications and Content: Tania Steere
Senior Marketing and Communications Manager: Ben Murphy
Communications Manager, UK and ROW: Ellie Ball
Communications Manager, US and Australia: Angela Palmer
Content and Social Producer: Harry Kinnaird
Company: Made by Dyslexia
Founder & CEO: Kate Griggs
Director of Partnerships & Philanthropy: Lucy Squance
Senior Copywriter & Strategist: Shirley Short
Senior Events and Marketing Project Manager: Isabelle Higham
Strategic Executive Assistant & Project Manager: Rachel Carter
Company: Collider
Managing Director: Rachael Ford-Davies
Executive Producer: Tom Slater
Directors: VERSUS (Tanya Babic & Jason Sukadana)
Cinematographer: Grégoire Lière
Production Designer: Karla Milat
Costume Designer: Elle Hioe
Make Up Artist: Chrisato Chris Arai
Casting: Daisy Hicks
Post production: Collider Studio
Creative Director/Co-Founder: Andrew Van Der Westhuyzen
Head of 3D: Dave Sujono
Head of Studio: Hoss Ghonouie
Post Producer: Lara Allen
Editor: Sean McDermott
Colourist: Alina Bermingham
Music and Sound Post: Sonar Music
Composer: Jono Ma
Executive Producer: Sophie Haydon
Company: TikTok
Creative Agency Partners: Nick O’Donnell, Smaran Jworchan
Client Solutions Managers: Kevin O’Neill, Rohan Gupta
Head of Brand & Creative Consultancy: Anthony Dever
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