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New Blood Entry — The Type to Change

Award: Wood Pencil

Key4Life & Landor / 2021

As a way of harnessing the power of typography to make a difference to knife crime, the Type to Change campaign elevates the concept of change as a central feature of many Key4Life participant stories. So, it uses variable typography and changeable copy lines to spark this personal change within all young people

The campaign further discourages the carrying of knives by providing a platform on which 10-17-year-olds can share recommendations of positive and accessible activities in their own personalised version of the campaign typeface. Through this interactive process, they can change how they perceive their opportunities and their communities. They can be the type to change.

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