Type Donation
Adote
Issue 62 | March 2022
Agency
White Rabbit Budapest
Creative Team
Chief Creative Officers Istvan Bracsok, Levente Kovacs Creative Director Luis Paulo Gatti Strategic Creative Director Jim Seath Associate Creative Directors Martina Martinez, Augusto Lima Art Directors Luis Paulo Gatti, Frederico Livi, Dennis Silveira Copywriters Flavio Pinheiro, Caio Kochenborger, Levente Kovacs
Production Team
Production Company Square Pixel
Other Credits
Client Service Director Levente Balint Account Director Reka Batho Client President Rafael Paim
Date
December 2021
Background
During the pandemic, the number of organ transplants fell dramatically around the world.
Adote, a Brazilian foundation dedicated to sharing information about organ donation and transplants, decided to raise awareness of this serious issue.
Idea
A brand new typeface was created by combining eight separate typefaces into one. The eight fonts represented the eight major organs and symbolised the fact that an organ donor can save up to eight lives.
The font was constructed to be deliberately imperfect and the colour palette chosen to reflect the natural colours of the human body.
The new Donortype font was used by Adote on all their communications collateral, from posters to books, leaflets and stickers about organ donation.
A website was created where anyone could download the Donortype font. It was also uploaded to all the font archives for free downloads.
Results
Awareness of Adote rose by 282%. Traffic to the website increased by 123% and there was a 23% increase in the number of people who subscribed to organ donation through Adote.
Online mentions of ‘organ donation’ increased 55% in Brazil, and the unique DonorType font has had more than 14,000 unique downloads.
Our Thoughts
What I like most about this is that the designers did not want their font to be too perfect. The result is not just very human but very beautiful.
You can download it at: https://befonts.com/donor-type-font.html and from the campaign website, https://www.typedonation.com/