CHALLENGE: Made By Dyslexia wanted to change perceptions of dyslexia from a negative to a positive.

IDEA: We launched a Dyslexic Sperm Bank, so people could give birth to the next Albert Einstein, Richard Branson or Henry Ford - all of whom were successful because of their dyslexia, not in spite of it.

RESULTS: 77 million impressions, national news coverage, 66% increase in positive sentiment towards dyslexia, 1 tattoo.