2019 Winners & Shortlists

Background

Only the powerful leaders hold the power to sign off on policies that affect millions of lives. As a humanitarian aid organization, Support to Life believed all men are created equal and therefore each voice should have equal power. People lacked belief in their power to trigger change. All they needed was encouragement. That's the main reason, why we created The Most Powerful Font. Global issues concern everyone in the world. But the power to solve this depends only on the world's most powerful leaders. Those leaders were to meet at the G7 Summit in Canada on June 8-9, 2018. So, how can we boost our voice about the issues that concern each one of us and reach to them?

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

To boost our voice we came up with the idea to use the signatures of the most powerful leaders. We took letters from each one of them and created a unique, original font: The Most Powerful Font. Posters and short videos were posted on social media. Followers of the G7 made their personal demands via themostpowerfulfont.com. Special letters written with The Most Powerful Font sent to G7 leaders' offices. Digital billboards welcomed the leaders on the way to the summit hotel in Quebec, Canada.

Describe the creative idea

The world leaders were to meet at the G7 Summit in Canada on June 8-9, 2018. “Support to Life”, a humanitarian aid organisation, wanted to create lobby and public opinion around important world matters. So we found the signatures of the leaders that were going to attend the G7 Summit. We took letters from each one of them and created a unique, original font called “THE MOST POWERFUL FONT”. With entering themostpowerfulfont.com, everyone could create their own demands and have the right to talk about the global problems that are important to solve.

Describe the strategy

With the videos that we prepared on social media and the outdoor area in Canada, we informed our target audience and invited them to participate. The participants who made their demands via the website, shared them in social media and could find opportunity to reach the world leaders.

Describe the execution

The main distribution channel of the project was outdoor and social media.

Describe the results/impact

G7 leaders were automatically mentioned and informed, when the messages were posted. Hundreds of people, opinion leaders and activists shared the campaign, wrote their own demands. The Most Powerful Font was in the news in 25 countries. Organically reached thousands of people. It’s been downloaded hundreds of times from themostpowerfulfont.com and other font sites. The public opinion was created and everyone was given the right to talk about the global problems that are important to solve.