BAR Ogilvy Portugal created The Endangered Typeface campaign for ANP|WWF, in partnership with the Lisbon Zoo, to involve society around a global concern: the 6th mass extinction.
“A living font, born to protect all animal life” is the campaign motto, a project aiming to create awareness about the progressive loss of biodiversity on the planet, remembering that many animal species are at risk of disappearing. According to the International Union for Conservation of Nature (IUCN), there are more than 42,000 endangered species.
The Endangered Typeface is a living font where each letter represents a different animal. As the number of individuals of a species decreases, the corresponding letter disappears in the same proportion. The font is updated with data from the IUCN Red List of Threatened Species.
To Ângela Morgado, ANP|WWF Executive Director, the campaign “wants to make people think about a problem that affects all of humanity – endangering biodiversity is to endanger our survival. Wildlife continues to decline at an alarming rate, with serious consequences for our own health and livelihoods.”
“This idea turns the alarming numbers of species on the verge of extinction into a very simple, clear and impactful visual representation. Making people think, support and spread the word about a problem that is bigger than all of us is what we want to achieve with this project.”, adds Miguel Ralha, CEO of BAR Ogilvy.
The campaign calls for people to download the font, make a donation and use The Endangered Typeface to spread the word.
The Endangered Typeface – Print Edition
On World Wildlife Day (March 3), the campaign gained a new life with the launch of a limited edition of 26 numbered screen prints, one for each letter of The Endangered Typeface. The number of posters for each letter is proportional to the number of remaining individuals of each species.
Like these posters, every animal species is also a limited edition.
By donating 50 Euros, people can choose a letter and receive a poster. All proceeds go towards WWF’s natural conservation projects. Together, we can write a different story.
