Climate change happened. And it is predicted that this will happen even faster unless the big polluting economies and the people who live in them quickly reduce their global heating habits.
Raising awareness of the need for change Finnish newspaper Helsingin Sanomat and frequent partner agency TBWA Helsinki created a free downloadable font that can be adjusted in size on a sliding scale that reflects the pace of global warming.
Seeing is believing [so] we wanted to strengthen the conversations about climate change with something… instantly understandable
Tuomas Jääskeläinen, artistic director of Helsingin Sanomat
The typeface “The Climate Crisis Font”, available via this link, was developed in collaboration with character designers Eino Korkala and Daniel Coull and can be adjusted to a scale that matches arctic sea ice data from 1979 to 2019 and the IPCC predictions for its decline through 2050.
It is designed to be a more tangible and visual way to communicate climate change because, said Helsingin Sanomat, humans “have been wired to respond more to threats than we can easily observe.
The concept is explained in more detail in the digital video below, which was released as part of the campaign.
“Our mission is to make complex issues understandable and since seeing is believing, we wanted to strengthen conversations about climate change with something concrete and instantly understandable,” said Tuomas Jääskeläinen, artistic director of Helsingin Sanomat.
The newspaper recently used the font in a collection of articles focusing on climate change and intends to use it in future environmental projects.
“These types of new methods of journalistic storytelling also complement our recent investments in data journalism. Yet we don’t just want to keep it for ourselves, which is why we are giving it away for free and hope to see it used elsewhere as well, ”added Jääskeläinen.
In 2019, with the help of TBWA Helsinki, Helsingin Sanomat delivered a “climate enclosure” with ink derived from carbon dioxide to G20 heads of state ahead of the 2019 UN Climate Action Summit to call for concrete action.
And the year before he greeted Donald Trump with a series of provocative and targeted outdoor ads timed with the Helsinki summit, in which world leaders participated.
“Mr. President, welcome to the land of free press,” one of the ads said. Other ads made headlines for articles written by the newspaper about Trump, which criticized his record on freedom of the press. the press.
In May 2020, TBWA Helsinki created a social distancing ad for Helsingin Sanomat that could cleverly only be read six feet away—the minimum recommended distance people should watch to avoid catching or transmitting Covid-19.