To coincide with Learning Disabilities, Dyslexia and ADHD Awareness Month this October, Understood.org and the Ad Council announced today the release of a new public service advertisement (PSA) featuring voice talent and characters from the upcoming 20th Century Fox animated movie, “Ferdinand.”
The TV PSA, narrated by John Cena (voice actor of Ferdinand the bull).
In the film, Ferdinand is mistakenly believed to be a dangerous beast and fighter because of his size. The film’s theme, “don’t judge a bull by his cover”, also reflects the mission of the October #BeUnderstood campaign from Understood and the Ad Council. Learning and attention issues, like dyslexia and ADHD, are often mistaken for laziness or unintelligence. Although these issues may not be as visible as others, they are real and common, impacting 1 in 5 kids. With early identification and support, children with learning differences can thrive. In fact, many successful adults have learning and attention issues. The campaign seeks to address misperception and build nationwide understanding.
The PSA features characters from the film that remind audiences that everyone has been misunderstood at some point in life, but that with the right support, everyone can reach their full potential. Viewers are invited to visit Understood.org, a program of the National Center for Learning Disabilities (NCLD), to learn more about these issues and access free resources.
“Like Ferdinand, many kids with learning and attention issues feel misunderstood,” said Mimi Corcoran, president and CEO of the National Center for Learning Disabilities. “Learning and attention issues may not be as visible as other health issues, but they are just as real, and just as deserving of universal support and understanding.”
“We’re honored to partner with the Ad Council and Understood.org,” said Zachary Eller, Executive Vice President, 20th Century Fox. “Ferdinand, like many kids today, is misunderstood. We want kids everywhere to know that it is okay to be different, it’s okay to be feel like you don’t fit in. Like Ferdinand, there is a unique path for everyone to follow.”
The new PSA is the latest extension of the partnership between Understood.org and the Ad Council which encourages parents, educators, and the public to understand and support children with learning and attention issues. When these issues go without identification and support, children struggle. Students with specific learning disabilities drop out of school at three times the rate of all students.
“We are so grateful to 20th Century Fox for bringing us Ferdinand’s story to help create understanding and empathy for children living with learning and attention issues,” said Lisa Sherman, President & CEO of the Ad Council. “Families of children experiencing these challenges can find fantastic resources at Understood.org.”
Throughout October, the #BeUnderstood campaign is supporting awareness for learning and attention issues through a variety of initiatives. For more information, visit Be.Understood.org or explore the hashtag #BeUnderstood.