BAR Ogilvy creates The Endangered Typeface, a living font against the 6th mass extinction
Posted on 2023 May,22  | By ArabAd's staff

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BAR Ogilvy Lisbon worked on a project for ANP|WWF, in partnership with the Lisbon Zoo, launching today on International Biodiversity Day.

The United Nations has proclaimed May 22 The International Day for Biological Diversity (IDB) to increase understanding and awareness of biodiversity issues.

BAR Ogilvy Portugal created The Endangered Typeface campaign for the leading organization in wildlife conservation and endangered species, ANP|WWF, in partnership with the Lisbon Zoo, to involve society around a global concern: the 6th mass extinction that Earth is facing.

It is worth remembering there have been five Mass Extinction events (the "Big Five”) in the history of Earth's biodiversity, all caused by dramatic but natural phenomena. The sixth mass extinction – the one happening now – is different: Scientists say it's driven by human activity, primarily climate change, habitat destruction, pollution and industrial agriculture— all play a hand.

Around one million new species of flora and fauna are threatened, more than ever before in history, as we experience the world's sixth mass extinction.

According to the International Union for Conservation of Nature (IUCN), there are more than 42,000 endangered species. “We are the ones responsible, and only we can write a different story,”  says the voice over in the awareness video that has rolled out on social media.

“A living font, born to protect all animal life” is the campaign motto, a project aiming to create awareness about the progressive loss of biodiversity on the planet, remembering that many animal species are at risk of disappearing. 

The Endangered Typeface is a living font where each letter represents a different animal. As the number of individuals of a species decreases, the corresponding letter disappears in the same proportion. The font is updated with data from the IUCN Red List of Threatened Species.

To Ângela Morgado, ANP|WWF Executive Director, the campaign “wants to make people think about a problem that affects all of humanity – endangering biodiversity is to endanger our survival. Wildlife continues to decline at an alarming rate, with serious consequences for our own health and livelihoods.”

“This idea turns the alarming numbers of species on the verge of extinction into a very simple, clear and impactful visual representation. Making people think, support and spread the word about a problem that is bigger than all of us is what we want to achieve with this project,” adds Miguel Ralha, CEO of BAR Ogilvy.

The campaign calls for people to download the font, make a donation and use The Endangered Typeface to spread the word and stop the degradation of the planet's natural environment.

Such initiatives are designed to write a different story and surely contribute in building awareness about the imperative of a future in which humans must live in harmony with nature.




Creative Agency: BAR Ogilvy
Chief Creative Officer: José Bomtempo
Creative Directors: João Amaral, Nuno Riça
Art Directors: João Amaral, António Bezerra, Rita Alvarez, Catarina Moura, Maria João Miranda
Copywriters: Nuno Riça, Jorge Simões, Beatriz Martinho
Account Director: Matilde Parreira

PR & Influence Director: Marta Moreira

PR & Influence Account Executives: Joana Ramos, Soraia Tomaz, Mafalda Braga

Web Designer: Frederico Graça
Production Artist: Pedro Santos
Digital Production Director: Sara Fonseca
Digital Developer: Nuno Quelhas

TV Producer: Nuno Calado

Graphic Producer: Irene Bandeira
PR & Communication Agency: BCW Portugal
Senior Account Manager BCW: Miguel Satúrio
Production House: Jungle Corner

Editing and post-production: Bernardo Malafaya

Producer: Inês Martins, Catarina Nascimento

Sound Studio: Estrela de Alcântara

Sound Engineer: Miguel Raposo Lima