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The Font of Kindness

Award: Shortlist

Shortlist / Typography / Integrated / 2020

Thousands of children with cerebral palsy in Russia need to get therapy. Writing even one letter requires significant effort from them. So Smetana put together handwriting samples of 33 children with CP into one unique Font of Kindness and gave the opportunity to everyone to use this font on World CP day to support children. Every visitor of the project website could download the font, make a donation, and order merch. In just a day the font spread across the entire country, with outreach exceeding 30 million people. The campaign raised a total of 11.5 million rubles and helped more than 130 children with CP.

  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness
  • The Font of Kindness

Credits

Client

Country

Account Director

  • Tatyana Grebenkina

Art Director

  • Vladimir Zotov

Chief Executive Creative Officer

  • Andrey Buzina

Chief Executive Officer

  • Anastasia Prikazchikova

Director

  • Valeria Travkina

Director of Photography

  • Andrey Maica

Executive Producer

  • Igor Sayfullin

Group Creative Head

  • Mikhail Vishnevsky

Head of Brand and Advertising

  • Anastasia Zhilina

Head of Production

  • Anton Cherkasov

Photographer

  • Alexey Gorbunkov

Producer

  • Ekaterina Panasenko
  • Natasha Abzalova

Project Manager

  • Anastasia Kudryashkina
  • Kseniia Stepanova

Advertising Agency

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