» Client: The Dyslexic Education Center in Rockville
» Job: Create a print advertising campaign that will raise awareness of Dyslexia as a condition and recruit tutors to be trained in helping dyslexic children reach their potential.
» Agency: MDB Communications Inc. in Washington.
» Theme: Dyslexic children are wired differently. We’re looking for electricians.
» The Concept: The campaign using the “wiring” theme to illustrate that dyslexic children process information differently and with the right teachers, or “electricians,” can overcome their condition.
» The Plan: MDB placed ads in community newspapers throughout the Washington region. The agencyalso designed and displayed posters at school-sponsored events that parents are likely to attend.
» Creative Team: Richard M. Coad, executive creative director and writer, Clifford Goodenough, ACD, Bill Hartman, senior art director and photographer, Gretchen Carswell, art director and model maker, Cary Hatch, president and CEO.
» Background: Celebrating its 25th year, MDB Communications is an independently owned, full-service integrated advertising and public relations firm. Clients include Fannie Mae, Loral Skynet, the D.C. Lottery and National Geographic, as well as pro-bono clients Samaritan Inns for the homeless and the Partnership for a Drug-Free America.
» Working on next: Advertising campaign for The Wellness Community, a national organization that provides psychosocial services to cancer survivors and caregivers.
