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  • SUB CATEGORY :
    BEST USE OF DIGITAL
  • COMPANY ENTERING :
    DENTSU WEBCHUTNEY, HARYANA
  • ENTRY TITLE :
    THE DYSLEXIC CAPTCHA
  • BRAND :
    JASLOK HOSPITAL
  • ADVERTISER :
    JASLOK HOSPITAL
  • AGENCY :
    DENTSU WEBCHUTNEY, GURGAON
  • EXECUTIVE CREATIVE DIRECTOR :
    GURBAKSH SINGH
  • COPYWRITER :
    VISHAL SAGAR
  • ART DIRECTOR :
    KAVITA GUPTA/SACHIN KUMAR VERMA
  • DESIGNER :
    HEMANT KUMAR/RAMESH KUMAR
  • ACCOUNT DIRECTOR :
    GAURAV SOI
  • ACCOUNT MANAGER :
    ARJUN PARAMHANS
  • MEDIA PLANNING DIRECTOR :
    GURJOT SHAH SINGH
  • DIRECTOR :
    AKSHAY RAHEJA
  • EDITOR :
    THANGLALSON NGAIHTE/SUMANTRA TALUKDAR
  • THE BRIEF :
    EVERY 10TH CHILD SUFFERS FROM DYSLEXIA. WHILE THERE IS NO CURE FOR THIS LEARNING DISORDER, MEDICAL INTERVENTION AT THE RIGHT TIME CAN HELP. HOWEVER, MOST CASES GO UNDETECTED BECAUSE OF LOW AWARENESS AMONG PARENTS AND TEACHERS. JASLOK HOSPITAL, INDIA’S LEADING NAME IN HEALTHCARE AND WELLNESS WANTED TO CHANGE THIS.
  • THE STRATEGY :
    MILLIONS OF CAPTCHAS ARE FILLED EVERY DAY. WE CREATED A MEDIA INNOVATION BY TURNING THE REGULAR CAPTCHA INTO 'THE DYSLEXIC CAPTCHA.' THESE CAPTCHAS WERE DEPLOYED AT SITES MOST FREQUENTED BY OUR TARGET AUDIENCE – PARENTS AND TEACHERS. UNLIKE ANY OTHER AD FORMAT, PEOPLE INTERACT WITH CAPTCHAS INTENTIONALLY AND THIS STRATEGIC USE OF MEDIA VEHICLE MADE PARENTS AND TEACHERS EXPERIENCE DYSLEXIA FIRSTHAND. THE DYSLEXIC CAPTCHA RECEIVED UNPRECEDENTED RATE OF ENGAGEMENT.
  • THE EXECUTION :
    TO SPREAD AWARENESS, WE MADE OUR AUDIENCE EXPERIENCE DYSLEXIA FIRST-HAND BY CREATING A MEDIA INNOVATION, ‘THE DYSLEXIC CAPTCHA.’ FOR THIS, WE REPLACED REGULAR CAPTCHA WITH DYSLEXIC CHILDREN'S HANDWRITING. DEPLOYED ON SITES MOST VISITED BY PARENTS AND TEACHERS, THE DYSLEXIC CAPTCHA FORCED PEOPLE TO DECODE DYSLEXIC CHILDREN’S HANDWRITING. ON FAILING, IT DISPLAYED A REGULAR CAPTCHA WITH OUR MESSAGE – THE CAPTCHA YOU FAILED TO DECODE IS HOW A DYSLEXIC CHILD WRITES. DON’T FAIL TO READ THE EARLY SIGNS OF DYSLEXIA.
  • THE RESULT :
    1 MILLION IMPRESSIONS 64% HIGHER ENGAGEMENT 17% HIKE IN SEARCH INTEREST