How DDB Launched the World’s First Dyslexic University, Then Got it on Saturday Night Live

A mention on Saturday Night Live. Over 30,000 registrations within the first 24 hours. Coverage in more than 150 news outlets, including the BBC, NBC, FOX, and the Times.

Psembi Kinstan, group ECD at DDB Melbourne, is thrilled at the early response to the launch of the world’s first University of Dyslexic Thinking, fronted by Sir Richard Branson, but he told LBB the idea is only just getting started.

Made By Dyslexia founder Kate Griggs and Psembi proposed the idea of ‘DyslexicU’ more than two years ago. The logistical scale meant that like “most great ideas, it took time.”  

Psembi learned about everything “from what it takes to run an event during the UN General Assembly in New York whilst avoiding inevitable traffic gridlocks, to exactly how to record content for TikTok’s new Symphony feature to translate course content into 12 different languages. Or just how much even a small mention on Saturday Night Live can get people excited about an idea. 

“The incredible thing about Kate and Made by Dyslexia is her ability to unite people behind a transformative idea.”

The University of Dyslexic Thinking, or ‘DyslexicU’, is set to house dozens of learning modules over the coming months and years, according to Psembi. Made by Dyslexia is currently developing modules for AI, gaming, fashion, culture, storytelling, music, the Intelligence industry featuring the UK’s intelligence, security, and cyber agency GCHQ, “and many more I can’t yet speak about.” 

“And the content is being scaled beyond Open University by TikTok to reach even broader audiences, with AI translation tools seamlessly dubbing the content in 12 languages,” he noted. 

Psembi helped launch Made By Dyslexia over seven years ago with Kate. His brand work for the charity has seen him accidentally launch a dyslexics only sperm bank with Sir Richard Branson, and, most recently, the University of Dyslexic Thinking. 

“At the time, dyslexics weren’t legally allowed to donate sperm as it was seen as a disability, even though in the UK 60% of self-made millionaires were dyslexic,” he said. 

“The public view of dyslexia hadn’t caught up to the science, so Kate started the charity to shift public perceptions, and change outdated education systems that disadvantage dyslexic children.”

Part of Psembi’s passion for the cause is because his father is dyslexic, and “exceptionally creative.” 

“Many of the best creatives I’ve ever worked with,” are dyslexic, Psembi added, “and many of the team that brought this current idea to life. So, helping to positively contribute to their view of their own thinking is very important, and rewarding, to me.”

When it came to creating a university, Kate and the Made By Dyslexia team needed to find partners like Open University and Virgin, which believed in not only the idea but also the global scale it needed to succeed.

Made by Dyslexia also partnered with Randstad Enterprise and YouGov to ensure that the Dyslexic Thinking skills taught are those businesses were calling out for.

The ‘Intelligence 5.0’ report created by Made by Dyslexia in partnership with Randstad Enterprise and YouGov provided global data surrounding the need for new thinking, especially during the rise of AI. 

“It proved what we all inherently feel; that AI has learnt how to think in a standardised way, doing it faster and better than humans, but AI is not good at thinking differently and creatively,” he said. 

The report showed a direct correlation between the rise of AI and the need for those with creativity, problem solving, and communication skills. These skills are inherent to people with dyslexia. 

“Hence why there's never been a more timely moment to teach the world to think like a dyslexic.” 

DDB Melbourne then got TikTok and sister agency adam&eveDDB on board to ensure the launch reached a meaningful global scale. 

“We’re at the very start of this project, it only gets more impactful from here. We’ve launched the university with two complete modules featuring Sir Richard Branson, Dash Water founder Alex Wright, Shark Tank USA star Barbara Corcoran, Trunki founder Rob Law, Virgin Unite founding CEO Jean Oelwang, activist Erin Brockovich, Lonnie Ali (sharing lessons from her late dyslexic husband, Muhammad), and activist Princess Sarah Zeid. 

“And that’s the tip of the iceberg.”