Quest for Dyslexia
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Wood Pencil / Media / Direct / 2023
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Shortlist / Direct / Health & Wellbeing
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Shortlist / Experiential / Virtual Activations
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Shortlist / Gaming & Virtual Worlds / Health & Wellbeing
Dyslexia is hard to detect – especially when parents in China are too embarrassed to take their children to a test centre. So Samsung brought the test to them by hacking a game they already play. Dyslexic people have difficulty recognising the shapes of Chinese characters and often confuse words of a similar shape. Using over 100 of these commonly mistaken words (considered a key indicator of dyslexia), Cheil redesigned the gaming quests and let kids play the game, just as they normally would. The hacked game acted as an early detection tool and parents could test their kids, just by letting them play the game.