| Title | ANTI-BULLYING TYPEFACE |
| Brand | FRIENDS |
| Product/Service | ANTI-BULLYING ORGANISATION |
| Category |
B02. TYPOGRAPHY |
|
Entrant Company
|
LOWE BRINDFORS Stockholm, SWEDEN
|
|
Advertising Agency
|
LOWE BRINDFORS Stockholm, SWEDEN
|
Credits
| Magnus Wretblad |
Lowe Brindfors |
Account Director |
| Sofia Jönsson |
Lowe Brindfors |
Executive Digital Producer |
| Tobias Löfgren |
Lowe Brindfors |
Technical Producer |
| Carl Ronnander |
Lowe Brindfors |
Planner |
| Petter Lublin |
Lowe Brindfors |
Art Director |
| Rikard Linder |
Lowe Brindfors |
Art Director |
| Martin Bartholf |
Lowe Brindfors |
Copywriter |
| Noel Pretorius |
Lowe Brindfors |
Graphic Designer |
| Patrik Oscarsson |
Lowe Brindfors |
Final Art |
| Acne Production |
Acne Production |
Production Website |
| Nådde Hansson |
|
Director |
| Erik Sohlström |
|
Dop |
| Anna Tanser |
|
Producer |
| Max Kiussalaas |
|
Music |
Brief Explanation
Suicide is a sensitive and stigmatised subject, especially when talking to and about young people. We had to be very careful in how we used the unique typography. Our key objective was to put the topic on the agenda using the typeface without exploiting the deceased. A key challenge was to reach politicians and make them act on the fact that there was a severe shortage in school well fare officers. We did this with personal letters to them written in Måns typeface.
The Brief
The most common cause of death for young people in Sweden is suicide. In most of those cases where a person decides to end his or hers life prematurely bullying is a key factor. Friends is an anti bullying organisation and wanted us to put a spotlight on an issue that society and decision makers were ignoring.
How the final design was conceived
With the permission of Måns family we gathered all his notes, scribbles and school books and scanned them, turning his handwriting into a very unique typeface. Using Fontlab we created a typeface that gave a whole new
meaning and power to Friends message. Great care was taken to keep the personality and imperfections of Måns youthful writing. In a way the final design was already there, Måns had created it himself in his notebooks.
Several variations of each character were included in the typeface to make it look varied and authentic, giving the impression it was written by Mans himself.
Indication of how successful the outcome was in the market
Friends reached their goal of putting bullying on the political agenda. Our letter to politicians resulted in two of the eight parties in the Parliament actually included Friends demand for more welfare officers in their program for the 2014 election. The reality of bullying and it’s consequences was addressed on national television. We really managed to put bullying and suicide in the spotlight and hopefully prevent that less of the good die young.