Lisbon – Bar Ogilvy Portugal has created The Endangered Typeface campaign for Nature Portugal Association (ANP) and WWF, in partnership with Lisbon Zoo, to create dialogue about the sixth mass extinction.
The project is centred around a new typeface in which each letter represents a different endangered animal, with data taken from the International Union for Conservation of Nature’s (IUCN) Red List of Threatened Species. As the population of a species falls, the corresponding letter disappears by the same proportion. With its motto, ‘A living font, born to protect all animal life’, the campaign aims to create awareness about the progressive loss of biodiversity on the planet and its adverse impact on wildlife.
According to the IUCN, there are more than 42,000 endangered species. The Endangered Typeface aligns with our Graphic Activism design direction, which explores how creatives are using design as a tool for education and to share radical thinking. The campaign calls for people to download the font, make a donation and spread the word.
Strategic opportunity
Design-led activism can be hugely impactful when considering its social media reach. As it leads with visuals and aesthetics it is appealing to share, like and tag
