The number of solid organ transplants fell dramatically around the world between 2019 and 2021, researches have found, highlighting the widespread impact of the Covid-19 pandemic on health services and patients.

Adote, a Brazilian foundation dedicated to sharing information about the organ donation and transplantation process, decided to raise awareness of this serious issue.

The number of solid organ transplants fell dramatically around the world between 2019 and 2021, researches have found, highlighting the widespread impact of the Covid-19 pandemic on health services and patients.

Adote, a Brazilian foundation dedicated to sharing information about the organ donation and transplantation process, decided to raise awareness of this serious issue.

We've combined 8 different fonts – thus giving life to a brand new typeface: Donortype.

The 8 fonts represent 8 human organs; the new font – with its imperfectly combined, yet normal and functional fonts – artistically expresses the outcome of an organ donation.

The colour palette reflecting the natural colours of the human body.

We used the new Donortype font on Adote's communication materials.

Organ donation is a unique way of helping people; so we came up with a unique and extreme approach of targeting our audience. Instead of simply talking about organ donation, we dramatized its importance by creating our specifically designed typeset, the DonorType. Thus the key message was „embedded” into the idea. The typeset represented organ donation itself, it became a powerful and expressive asset to raise awareness about this problem.

Each and every font is the result of a meticulous and individual design process. Some elements of the "base" fonts were left out, and replaced by another pieces taken from one of the 8 typefaces. The idea was to combine the characteristics of both fonts casting light on the new identity of the Donortype fonts. The colour palette was also carefully selected, reflecting the natural colours of the human body.

We created a website where anyone can download the Donortype font.

We used the typeface on outdoor and transit posters and in social media to communicate the importance of organ donation.

As a result of the campaign the awareness of Adote has grown by 282%. The online traffic to the foundations webpage has increased by 123%, and there was a 23 percent increase in the number of people who've subscribed to organ donation through Adote. The online mentions of „organ donation” showed a 55% increase in Brazil, and the unique DonorType font had more than 14.000 unique downloads so far.