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Adote Promotes Organ Donation with New Typeface Designed by White Rabbit Budapest

14/02/2022
Advertising Agency
Budapest, Hungary
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Donortype was created by combining eight different fonts to represent the 8 human organs that can be donated

Highlighting the widespread impact of the Covid-19 pandemic on health services and patients, the number of solid organ transplants fell dramatically around the world between 2019 and 2021 according to researches.

Adote is a Brazilian foundation dedicated to sharing information about the organ donation and transplantation process through various tools, such as public awareness campaigns, articles, books, leaflets and stickers, lectures and round tables, in addition to participating in public policy forums. Now their tools of communication includes a less obvious, yet powerful and demonstrative asset: a typeface called Donortype which was designed to promote organ donation.

A person can save up to 8 lives if he/she chooses to donate organs. To generate awareness about this lesser known fact, and drawing attention to the life-saving importance of organ donation, the design department of White Rabbit Budapest combined 8 different fonts – thus giving life to a brand new typeface, called Donortype.

The 8 fonts represent 8 human organs; the new Donortype – with its imperfectly combined, yet normal and functional fonts – artistically expresses the outcome of an organ donation. The whole alphabet of the typeface with their different bits and pieces demonstrate all the survivors, whose lives were saved by the organ donation of others.


Each and every font is the result of a meticulous and individual design process. Some elements of the "base" fonts were left out, and replaced by another pieces taken from one of the eight typefaces. The idea was to combine the characteristics of both fonts casting light on the new identity of the Donortype fonts. The colour palette was also carefully selected, reflecting the natural colours of the human body.


Outdoor posters, and social media appearance support the TypeDonation campaign; and besides the special webpage of Donortype, the typeface was also uploaded onto all the important font archives and websites, and made available for free downloads – so when it's shared and used, this very special typeface could easily communicate the importance of organ donation.

Brand
Agency / Creative
Production
Post Production / VFX
Work from White Rabbit Budapest
Elden Fake News
Budapest Business Journal
13/03/2023
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