Title | THE FONT OF KINDNESS |
Brand | CHARITY FOUNDATION “GIFT TO AN ANGEL”/ ROSBANK |
Product/Service | FONT OF KINDNESS |
Category |
B03. Fundraising & Advocacy |
Entrant
|
SMETANA Moscow, RUSSIA
|
Idea Creation
|
SMETANA Moscow, RUSSIA
|
PR
|
SMETANA Moscow, RUSSIA
|
Production
|
SMETANA Moscow, RUSSIA
|
Post Production
|
SMETANA Moscow, RUSSIA
|
Additional Company
|
GIFT TO AN ANGEL CHARITY FOUNDATION Moscow, RUSSIA
|
Additional Company 2
|
ROSBANK Moscow, RUSSIA
|
Credits
Andrey Buzina |
Smetana |
СEO |
Mikhail Vishnevsky |
Smetana |
Creative Group Head |
Vladimir Zotov |
Smetana |
Art-director |
Anton Cherkasov |
Smetana |
Head of production |
Tatyana Grebenkina |
Smetana |
Account director |
Kseniia Stepanova |
Smetana |
Account manager |
Anastasia Kudryashkina |
Smetana |
Account manager |
Natasha Abzalova |
Smetana |
Producer |
Anastasia Zhilina |
Rosbank |
Head of Advertising |
Anastasia Prikazchikova |
"Gift to an Angel" Foundation |
CEO |
Valeria Travkina |
Working title |
Director |
Andrey Maica |
Working title |
Director of Photography |
Igor Sayfullin |
Working title |
Executive producer |
Ekaterina Panasenko |
Working title |
Producer |
Alexey Gorbunkov |
Alexey Gorbunkov |
Photographer |
Translation: Provide a full English translation of any text.
The Font of Kindness — unique font which was written by children with cerebral palsy.
In the Russian language "The Font of Kindness" sounds like "Dobroshrift" and spelled “Доброшрифт”.
Tell the jury about the typography.
Children with CP very frequently suffer from impaired fine motor skills. Writing even one letter requires significant effort from children with CP.
To draw attention to this problem, we put together handwriting samples of 33 children with CP into one font (according to the number of letters in Russian alphabet). Some of them were more confident in writing so that helped to make Latin alphabet and other symbols.
This is how the unique Font of Kindness emerged. Each letter represents a child with CP.
On the World Cerebral Palsy Day, we gave the opportunity to people and brands to use the Font of Kindness for free.