THE FONT OF KINDNESS

TitleTHE FONT OF KINDNESS
BrandCHARITY FOUNDATION “GIFT TO AN ANGEL”/ ROSBANK
Product/ServiceFONT 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
Name Company Position
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.