White Square | Белый Квадрат



Type Donation

Advertised product



Brief: The number of solid organ transplants fell dramatically around the world between 2019 and 2021, researches have found, highlighting the widespread impact of the Covid-19 pandemic on health services and patients. Adote, a Brazilian foundation dedicated to sharing information about the organ donation and transplantation process, decided to raise awareness of this serious issue. Solution: We've combined 8 different fonts – thus giving life to a brand new typeface: Donortype. The 8 fonts represent 8 human organs; the new font – with its imperfectly combined, yet normal and functional fonts – artistically expresses the outcome of an organ donation. The colour palette reflecting the natural colours of the human body. We used the new Donortype font on Adote's communication materials. Placement: We created a website where anyone can download the Donortype font. We used the typeface on outdoor posters and social posts. Our font was uploaded onto all the font archives for free downloads. Timeline: The campaign started on the 20th of December in 2021, and is still running. Results: As a result of the campaign the awareness of Adote has grown by 282%. The online traffic to the foundations webpage has increased by 123%, and there was a 23 percent increase in the number of people who've subscribed to organ donation through Adote. The online mentions of „organ donation” showed a 55% increase in Brazil, and the unique DonorType font had more than 14.000 unique downloads during the campaign.