| Title | THE POLITE TYPE |
| Brand | TIETOEVRY |
| Product/Service | IT SERVICES |
| Category |
G01. Tangible Tech |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
Production
|
TBWA\HELSINKI, FINLAND
|
|
Production 2
|
GREAT APES Helsinki, FINLAND
|
|
Production 3
|
TMI MELVAS TYPE DESIGN Vantaa, FINLAND
|
|
Additional Company
|
THE CHILDREN AND YOUTH FOUNDATION Helsinki, FINLAND
|
Credits
| Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
| Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
| Virpi Grönlund |
TBWA\Helsinki |
Client Service Director |
| Markus Nieminen |
TBWA\Helsinki |
Creative Director |
| Juhana Hokkanen |
TBWA\Helsinki |
Innovation Director |
| Joona Stedt |
TBWA\Helsinki |
Account Manager |
| Simone Bocedi |
TBWA\Helsinki |
Senior Content Strategist |
| Fredrik Stürmer |
TBWA\Helsinki |
Art Director |
| Maria Kuorikoski |
TBWA\Helsinki |
Senior Creative |
| Antti Halme |
TBWA\Helsinki |
Senior Creative |
| Iida Sarpaniemi |
TBWA\Helsinki |
Graphic Designer |
| Atso Wilén |
TBWA\Helsinki |
Graphic Designer |
| Henrik Storsjö |
TBWA\Helsinki |
Video Editor |
| Paula Sonne |
TBWA\Helsinki |
Communications Strategist |
| Saana Simander |
TBWA\Helsinki |
Junior Communications Specialist |
| Sara Pitzén |
TBWA\Helsinki |
Junior Communications Specialist |
| Katariina Ollari |
TBWA\Helsinki |
Content Producer |
| Eemeli Tani |
TBWA\Helsinki |
Performance & Analytics Manager |
| Juho Ojala |
TBWA\Helsinki |
Planner |
| Lisa Myllymäki |
TBWA\Helsinki |
Director |
| Tuukka Tikkanen |
TBWA\Helsinki |
Producer |
| Anton Tevajärvi |
TBWA\Helsinki |
Director Of Photography |
| Aki Karppinen |
TBWA\Helsinki |
Gaffer |
| Mikko Kuoppasalmi |
TBWA\Helsinki |
Editor |
| Anssi Mahlamäki |
TBWA\Helsinki |
Motion Designer |
| Ville-Matti Koskiniemi |
TBWA\Helsinki |
Sound Design |
| Petri Falkenberg |
Grade One |
Post Production |
| Aino Heiniö |
TBWA\Helsinki |
Costume Design |
| Donna Maimon |
TBWA\Helsinki |
Casting |
| Fanny Haga |
TBWA\Helsinki |
Photographer |
| Jonna Yletyinen |
TBWA\Helsinki |
Still Producer |
| Mika Melvas |
TMI Melvas Type Design |
Typeface Designer |
| Jonna Louvrier |
External Consultant |
Diversity and Inclusion Advisor |
| Michaela Moua |
External Consultant |
Diversity and Inclusion Advisor |
| Sara Salmani |
External Consultant, Inklusiiv |
Diversity and Inclusion Advisor |
| Anaka Kobzev |
TBWA Worldwide |
Global Head of Corporate Communications |
| Melissa Gotleib |
TBWA Worldwide |
Global Communications Associate |
| Doug Melville |
TBWA Worldwide |
Chief Diversity Officer, North America |
| Kia Haring |
TietoEVRY |
Head of Communications and Sustainablity |
| Hanne Haapoja |
TietoEVRY |
Head of Group Customer Insight |
| Mari Tuokko |
TietoEVRY |
Communications Lead, Finland |
| Reija Sihlman |
TietoEVRY |
Head of PR and Issues Management |
| Nelli Melin |
TietoEVRY |
Digital Content Manager |
| Annika Uusikari |
TietoEVRY |
Content Creator |
Background
A third of all bullying now takes place online. As an IT company driven by Nordic values, TietoEVRY wanted to enter the public discussion on the downsides and possibilities of technology by proposing a solution for addressing cyberbullying.
Drawing from the company’s purpose of enabling a brighter future and an existing partnership with The Children and Youth Foundation, we created The Polite Type: an open-source font that promotes better online language use and empathy.
The project aimed to create a platform for public dialogue on digital responsibility with key decision-makers and public sector customers, while bringing in young people as active participants in tackling discriminatory language before it happens, through a positive change in attitudes.
The main KPIs outlined by the client were media coverage, reach and awareness, audience growth, engagement, conversion rate and referral traffic.
Describe the strategy
With researchers from The University of Helsinki, we ran a corpus linguistic analysis of online content to identify vocabulary central to themes related to cyberbullying, such as body image, gender identity, sexuality and race. This was used as a basis for the word library incorporated within the font. In our workshops, we found that 65% of teenagers had experienced cyberbullying.
By creating a technological solution to an issue amplified by technology, TietoEVRY wanted to position itself through its Nordic values of openness, trust and diversity. Through this project, TietoEVRY wanted to position itself through its values, gain visibility in its target markets and engage potential partners and clients through an open-source initiative.
The key target audience for TietoEVRY are key decision-makers and public sector customers. Engaging the wider public on a social issue, would help us to position TietoEVRY through its values and contribute to addressing a pressing societal problem.
Describe the execution
The font and its source code were made freely downloadable on the campaign website. The download kit contained easy-to-use instructions for installing the font. All material was produced in a way that would encourage participation and invite anyone interested in the project to join in developing the Polite Type further.
Apart from a small social media and influencer campaign in Finland, The Polite Type was launched as a PR initiative in August 2020. A week of PR pushes kick started the campaign that has since spread through earned and social media.
The media kit contained a press release and a short, explanatory film on the project. In addition to larger PR pushes, 270 journalists were contacted personally with a tailored pitch.
By getting people interested in the project, we would get them to test and download the font and join the discussion around it.
List the results
The campaign’s launch generated 637 earned media impressions, 221 of which were news articles. The campaign’s overall reach was 900,598,598, corresponding to an EAV of 8,497,769.31 €, indicative of high quality media hits.
Since August 2020, the font has been tested on the website 27,404 times and installed by 3,353 users in over a 100 countries.
90,5% of all website traffic and 94,2 % font downloads resulted from earned media content. 51% of site visitors tested the font. 6% of all site visitors and 12% of those who tested the font installed. Potential developers and global vendor partners have expressed interest towards The Polite Type.
An international school network now uses the font in its schools. There has been interest from new governmental and NGO partners in creating three new language versions of the font, with a German language version confirmed.