Nord DDB's New Billboard for McDonald's Visualises Dyslexia to Help Raise Awareness

McDonald’s is Sweden’s biggest promoter of reading through its Book Happy Meal.

Over 15.5 million children’s books have been distributed via Happy Meal since 2001 in co-operation with Läsrörelsen (The Reading Movement).

This year one of the books in the popular Happy Meal campaign, Bråkiga Bokstäver by author Helena Bross and illustrator Mati Lepp, has a dyslexia theme. The story revolves around a little boy who has trouble learning to read and gives the reader an understanding of how it feels to grow up with dyslexia.

To give even more people a sense of what it feels like to live with dyslexia, McDonald’s let their digital outdoor advertising nationwide and even the restaurant menu boards simulate what dyslexia can feel like during the World Dyslexia Awareness Day.

"McDonald’s is big enough to make a difference – it feels good to be able to use our scale and our voice in society to visualise an invisible problem that many suffer from, Christoffer Rönnblad", marketing director, McDonald’s Sweden