The encyclopedia · Marketing & Brand · Marketing decision · 2024–2025
Made by Dyslexia opened a free university teaching 'dyslexic thinking' to the world
DyslexicU reframes dyslexia's traits as the skills AI can't replace, taught by Branson and other famous dyslexics, distributed via TikTok in 12 languages.
Made by Dyslexia
the move
Dyslexia is classified as a learning difficulty and is tied to school struggles, low self-esteem and workplace barriers. Made by Dyslexia's Intelligence 5.0 report with Randstad found the skills employers now need most — complex problem-solving, communication, creative thinking — are exactly the dyslexic strengths.
Instead of a sympathy campaign, DDB Group Melbourne and partners launched DyslexicU, the University of Dyslexic Thinking, on September 24, 2024 during the UN General Assembly in New York, opened by Sir Richard Branson, who is dyslexic himself.
Courses are taught by extraordinary dyslexics — Branson, Kate Griggs, Erin Brockovich, Barbara Corcoran, Princess Beatrice and others. TikTok hosts an educational hub and its Symphony tool translates lessons into 12 languages for an audience of more than 3.8 billion.
The university reframes a diagnosed difficulty as a marketable cognitive style, and the work was shortlisted in Societal Innovation at Cannes Lions 2025.
why it works
- It changes the frame from deficit to asset, which is what actually shifts behavior and policy.
- Free, famous teachers give the reframe scale and legitimacy no ad budget could.
- TikTok distribution turns learning into a social habit and reaches students worldwide.
what transfers
To change a stigma, don't defend the group — build an aspirational institution the group wants to join and others want to learn from.
what came after
DyslexicU continues to expand its course catalog, and DDB Group Melbourne was shortlisted in Innovation at Cannes Lions 2025 for the idea; the university is promoted as a permanent, free institution rather than a one-off campaign.
references
- Cannes Lions 2025: Titanium and Innovation Lions Shortlists Announced
- DDB Group Melbourne, Adam&EveDDB, Collider launch University of Dyslexic Thinking with Sir Richard Branson, Virgin, Made By Dyslexia
- Welcome to DyslexicU, the University of Dyslexic Thinking
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