Richard Branson’s ‘world first’ dyslexic university campaign is suitably awe-inspiring

As the spotlight on neurodiverse thinking increases, Virgin is creating the ‘world's first’ University of Dyslexic Thinking, with an advert that captures the spirit of the organisation.

Charity Made By Dyslexia and perma-bearded entrepreneur Richard Branson have unveiled a groundbreaking initiative aimed at teaching and celebrating the unique skills associated with dyslexia. This free, online university (hosted by Open University) is designed to equip individuals with essential skills, such as complex problem solving, adaptability, resilience, communication, and creative thinking—abilities increasingly valued across industries.

The advert pitches dyslexic thinking as a virtue for the global job market, with a voiceover by Branson that is matched by CGI visuals that depict the concept of evolving toward a future where artificial intelligence plays a significant role.

It’s argued that the need for diverse cognitive approaches is more pressing than ever, and a recent report from Randstad Enterprise and Made By Dyslexia emphasises that these dyslexic skillsets are in demand across every sector, highlighting the value of neurodiversity in the workplace.

Branson, founder of Virgin Group and a champion of neurodiversity, underscored the importance of welcoming individuals with non-traditional abilities: “At Virgin, we are dedicated to fostering an inclusive environment that embraces people from all backgrounds, including those with dyslexia,” Branson said.

The new university aims to further this mission by providing free and accessible resources to empower individuals worldwide.

Our take

We like how Branson’s call to action is given extra emphasis by evocative visuals, which attempt to differentiate dyslexic mindsets as uniquely complex and creative.

By name-checking famous dyslexic contributors to global culture, intersected with quick montage clips and striking sound effects, the campaign makes its point unarguably. The production, meanwhile, mixes various media, perhaps as an attempt to show the diverse disciplinary skills of those with dyslexia. Either way, the attention to detail is impressive and gives a real gravitas to the message it's portraying.