Action for Dyslexia
Sharlene Nyssel
Sharanya Sandra
Introduction
Campaign objectives
Promoting the awareness of Dyslexia
Creating a dyslexic friendly environment in Singapore’s schools
What is Dyslexia?
Dyslexia is a neurologically based specific learning difficulty Characterised by
difficulties in one or more of reading, spelling and writing.
3% to 10% of Singaporeans may be affected.
Signs & symptoms
Research on Dyslexia
A survey conducted by NTU
Gathered information about the level of awareness and perception of dyslexia
More than a thousand parents
From 16 primary schools
Survey Findings
Yes 49%No 51%
“Are you aware of the condition dyslexia?”
49% of them responded ‘Yes’ to the question
Significant half of the Singaporean population lack knowledge of dyslexia
Survey Findings
71.9% of respondents agreed with this statement
“Most of the teachers don’t have the training necessary to teach dyslexic children
Strongly Agree21%
Agree
51%
Neu-tral
19%
Dis-agre
e6%
Strongly Dis-agre
e3%
Action for Dyslexia
Significance of our campaign
Phase One: Awareness
Dyslexic students face more than just a difficulty with reading, writing and spelling
Without sufficient knowledge about dyslexia, a student may never realise their potential, their peers look down on them instead of helping them, teachers may never see a bright student succeed and parents continue to believe their children are underachievers
Awareness must be raised to foster acceptance and action
Phase Two: A ‘Dyslexia Friendly’ Environment
Campaign aims to help Primary School children and provide opportunities for early detection
Phase Two aims to target key stakeholders in a student’s education – Parents and Teachers
Aims to motivate Teachers to become proactive in diagnosing students and to initiate greater action of Parents
This will in turn create the best environment for students to succeed in their education
Barriers to the Campaign Strategy
Fostering acceptance of this campaign among school authorities who may feel an external campaign threatening
Accommodating for Singapore’s cosmopolitan society
No Child Should Be Left Behind
Reading, writing and spelling are essential life skills
All children should have the opportunity to reach their fullest potential, so that they may successfully contribute to the future of Singapore
Action for dyslexia must begin now!
Action for Dyslexia
Campaign Promotional Activities
Pre-launch Activities LEAD TIME ACTIVITY
All year round Circulation of Information Booklets
3 months Online MediaCirculation of campaign pamphlets
2 months Print Advertisement in Magazine
4 weeks Television Commercial
2 weeks Radio Commercial
Invitation to Media Correspondents
Information Guides
Key locations of distribution: Schools,
Educational Institutes
National Institute of Education (teacher trainees)
General Public Spaces, such as malls/popular stores that parents frequent
Information Guides
Provided all year round at key locations, covering facts about Dyslexia and misconceptions surrounding it
Information about the various association that exist to aid children
Home remedial methods, basic training methods will be explained
Details of counseling services available for parents and dyslexic students
Campaign Pamphlets
Circulated at key locations
2 months prior to the event launch
Covering key aspects of main campaign event
Print Media
Advertisements on the campaign will be published in relevant family magazines, namely Young Parents
Seeks to also raise awareness and change people’s misconceptions on dyslexia
Broadcast Media
Television Commercials
Campaign adverts on LED Screens @ Raffles Place, HDB Hub MRT stations and Malls
Generate hype and awareness amongst target audience
1 month prior to event: once a day
2 weeks prior to event: twice a day
Broadcast Media
Radio commercials
Information on the campaign will be read out daily, for 2 weeks by the radio deejays on radio programs that target the parents and teachers Class 95 FM, Warna 94.2
FM, Gold 90.5 FM and Y.E.S 93.3 FM
Online Website & Social Networking Site
Online promotions
Actionfordyslexia blog and Facebook group have been set up and are regularly updated
Information will be provided about the campaign details and schedule, together with the list of online resources for concerned parents and teachers
Action for Dyslexia - Blog
Action for Dyslexia – Facebook Group
Invitation to Media Correspondents
Invites will be sent out to journalists and reporters 2 weeks prior to campaign launch to provide coverage of the month long events and seminars taking place.
Press releases will also be sent out to provide increased reach of awareness for both the public and media covering the campaign.
Main Event
Overview
Annual Action for Dyslexia campaign: spread over 2 weeks in June
Providing information and ease of access to target demographic to tackle concerned issue
Event includes talks, seminars, workshops, free consultation sessions on certain days of the week for concerned parties
Seminars and conferences held in Singapore Suntec City Convention Centre
Other mini events held at HDB Hubs and shopping malls around Singapore
Main Event
Rationale
Culmination of the awareness and publicity generated prior to the launch
Annual campaign that public can easily recognize in the years to come
Comprehensive spread of events and seminars over the 2 weeks provides the target market with avenues to tackle concern
Extended timeline suitable to cater to needs and time constraints of all parties involved
Event Activities
Workshop-style Conference and Seminars:
Aimed at equipping parents and teachers with methods to aid in solving the child’s problem
Concerned parties will be instructed by professionals as to what training methods are to be undertaken to take the problem effectively
Celebrity talks:
Evening events with celebrities who are dyslexic will be held to expose the normalcy of the problem and attract interest from the public
Aimed at increasing the awareness and gathering more public to attend the events
Flash Mobs:
Break out of flash mobs at popular areas to create a surprise effect and also a creative and refreshing approach to a serious issue
Phase Two
Phase Two seeks to create a “Dyslexia Friendly” environment and targets parents and teachers.
We want to motivate and encourage teachers and more importantly, parents to accept and cater to the needs of dyslexic children.
To create an environment where teachers and parents actively work to diagnose students at an early stage and ensure that the students are able to excel.
Phase Two
Workshops for dyslexic students Carried out by either
trained teachers or external speakers
Classes tailored specially for dyslexic students Liaised with the Ministry
of Education Held during school hours
Allow dyslexic students to swap out of the normal English classes to attend special classes
Conclusion
Issue requires immediate attention.
Campaign aims to increase awareness of issue amongst parents and teachers, change existing misconceptions and provide the appropriate solutions to tackle the issue
No child has a disability, they only have different abilities
End
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