McDonald’s Sweden Simulated Dyslexia on Its Ads and Menus to Raise Attention for the Disorder

Nord DDB's campaign marked World Dyslexia Awareness Day

Digital ads across Sweden alternated between standard lettering and jumbled phrasing that approximated the effect of dyslexia. Nord DDB Stockholm
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Dyslexia is one of the world’s most common learning disabilities, affecting an estimated 20 percent of the population globally. But those who haven’t experienced it likely don’t appreciate what a frustration it can be in daily life.

To help mark today as World Dyslexia Awareness Day, McDonald’s Sweden and agency Nord DDB brought empathy to the chain’s digital displays by creating ads and menus whose letters frequently jumbled out of order. What some observers likely assumed was a glitch was in fact part of a larger awareness campaign, which includes a free book in Happy Meals about a young boy’s struggles with dyslexia.

OMD handled media on the campaign, with Prime overseeing PR.

“McDonald’s is big enough to make a difference,” said Christoffer Rönnblad, marketing director of McDonald’s Sweden. “It feels good to be able to use our scale and our voice in society to visualize an invisible problem that many suffer from.”


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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."