News

The British Dyslexia Association (BDA) has appointed Stephens Francis Whitson (SFW) to handle its direct business in a bid to expand its donor base.

The charity, which aims to promote 'a dyslexia-friendly society' hired SFW as its first direct shop following a competitive pitch. The agency has been briefed to raise awareness of the BDA and boost fundraising.

The first tranche of work, due to break by the end of the year, will comprise direct mail and national press inserts and advertising.

SFW will handle the planning for the campaign, which will focus on the education sector. Press ads in The Times Educational Supplement will target teachers, identified by the charity as being especially important in detecting the condition in children.

The activity is intended to raise awareness of the effects of the dyslexia, as well as highlight the charity's work in influencing government and other institutions to support dyslexic people.

SFW may also be tasked with developing direct work to promote BDA events and conferences.

The BDA promotes dyslexia-friendly schools, provides care and advice for young dyslexic people in the criminal justice system and seeks to enable sufferers to fulfill their potential in the workplace.

About 4% of the population is severely affected by dyslexia, according to recent research, with about one in 10 people showing some signs of the condition.

Last year Channel 4 came under fire from dyslexia charities in the UK for broadcasting a documentary called The Dyslexia Myth, which challenged the existence of dyslexia as a separate condition to reading disability.