--- title: Dyslexia Jersey | 4th Hashtag Sports Awards description: The Hashtag Sports Awards recognize excellence in fan and consumer engagement across content, campaigns and creators. image: https://www.hashtagsports.com/hubfs/HubSpot%20-%20Featured%20Image%20-%20300%20x%20175%20(1)-1.svg --- ### 🎉 2022 Shortlist ##### Dyslexia Jersey **Entrant: **Hamburger SV Winner 2x 🏆 - Best Engagement for Good - Best Use of Live Video ###### Share: [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fdyslexia-jersey) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fdyslexia-jersey&text=Dyslexia+Jersey+%7C+4th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fdyslexia-jersey) ![HSV-Dyslexia-Jersey -1](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2022/HSV-Dyslexia-Jersey%20-1.jpeg?width=2434&name=HSV-Dyslexia-Jersey%20-1.jpeg) ABOUT THIS ENTRY In the age of social media, every spelling mistake, no matter how small, is immediately punished and interpreted as stupidity. However, often they are not caused by a lack of intelligence, but a neurological disorder called dyslexia. To set an example, the HSV sent two soccer players onto the pitch with intentionally misspelled names – during the Saturday night too match of the 2nd Bundesliga match, live on TV: "Heyer" became "Heya" and Meffert" became "Meffort". Just as people with dyslexia often mix up letters that sound or look similar. Initially, we did not comment on the misspelled player names. But a social media shit storm was soon to follow. Once the negative reactions had reached their peak, we clarified our actions and made headlines throughout Germany. How does this represent “Excellence in Engagement”? HSV offers fans many engagement opportunities. In this case, however, it was more than that. It was a wake-up call to all fans and viewers. An action that not only informed them but motivated them to look at the issue in detail. At the same time, HSV was the first football club that had the courage to turn away from active football and draw attention to something much more important on the pitch. The tolerance towards dyslexia. **Objective: **Over 6 million people in Germany cannot read and write properly. The majority of which suffer from dyslexia, a reading and spelling disorder. But the real problem is not dyslexia, it’s our society. In the age of social media, every spelling mistake, no matter how small, is immediately punished and interpreted as stupidity. However, dyslexia does not mean a lack of intelligence, but a neurological disorder. Dyslexia and soccer are not directly associated. However, the HSV has long been committed to offering every fan the same conditions for experiencing the fun of soccer: For example, by translating its own homepage into the so-called "easy language". In the course of the European Dyslexia Awareness Month October, it was therefore a natural fit for the HSV to set an example for the topic of reading and spelling disorders. The target group primarily included soccer fans. But in the end, of course, we wanted to get everyone to rethink jumping to conclusions - especially those who like to criticize every spelling mistake on social media without questioning whether the cause might be something other than carelessness. **Strategy & Execution: **As one of Germany’s biggest soccer clubs, the HSV wanted to set an example for those people affected by dyslexia and launched a very special campaign on a very special match day: the top match of the 2nd Bundesliga on Saturday night. Broadcasted live on two TV channels and in front of hundreds of thousands of viewers, the HSV sent two players onto the pitch with intentionally misspelled names. "Heyer" became "Heya" and Meffert" became "Meffort". Just as people with dyslexia often mix up letters that sound or look similar. We did not comment on the misspelled player names. But a social media shit storm was soon to follow. During the halftime break, when the negative reactions had reached their peak, we clarified our actions on TV through the commentators, inside the stadium through HSV.tv and the stadium speakers, as well as on social media through the HSV channels. **Results: **Daily newspapers, sports media, and tabloids: Throughout Germany, our jerseys made headlines. Within a few hours, we reached more than 267 million contacts. Three mixed-up letters turned into more than 2.4 million euros of media value. But most importantly: We saw a change in reactions of fans and followers on Social Media. Hate and malice turned into understanding and encouragement. Even those affected and their relatives spoke out. This way, we were able to show more than 6 million people that they are not alone. And that the HSV is actively supporting them with its numerous initiatives. So that all fans can enjoy football the same. **Production** - Jung von Matt SPORTS **Credits** **Katja Kraus** Managing Director Jung von Matt SPORTS [**Robert Zitzmann**](https://www.linkedin.com/in/rz8584/) Managing Director Jung von Matt SPORTS **[Alexander Michaelsen](https://www.linkedin.com/in/alexander-michaelsen-15160a75/) **Executive Creative Director Jung von Matt SPORTS [**Ronnie Patt**](https://www.linkedin.com/in/ronnie-patt-8a86a737/) Executive Creative Director Jung von Matt SPORTS **Felix Umbach** Creative Director Jung von Matt SPORTS **Cora Hänel **Copywriter Jung von Matt SPORTS **Gregor Ryl** Copywriter Jung von Matt SPORTS **Hannah Wahlmeyer** Art Director Jung von Matt SPORTS **Julian Rader **Senior Copywriter Jung von Matt SPORTS **Ralf Bierhenke** Senior Art Director Jung von Matt SPORTS **Maximilian Helmer** Senior Creative Producer Jung von Matt SPORTS **Michelle Sitko **Junior Motion Designer Jung von Matt SPORTS [**Felix Appelfeller**](https://www.linkedin.com/in/felix-appelfeller-99b247a5/) Head of Sponsoring Jung von Matt SPORTS **Vanessa Horn** Junior Project Manager Jung von Matt SPORTS **Jakob Lauschner **Project Manager Sponsoring Jung von Matt SPORTS **Robert Kosinski** Head of Digital & Innovation Jung von Matt SPORTS **Jan-Luca Lossau** Consultant / PR Jung von Matt SPORTS **Jonas Klee **Communications Manager Jung von Matt SPORTS #### Celebrate in Las Vegas Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.   [![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)