The biggest challenge was to transmit the message in a new and engaging way.

After visiting AACD's Child Care Center, we understood that the children could be the real inspiration for the solution. So we decided to design the fonts after them. Also, we understood that the message was too important to rely only in a campaign, so we decided to open the creative process, invite designers and agencies to spread the message with us and built a plataform that could exist munch longer than a campaign regular time.

We started to receive typefaces from all over the world, the top creative directors from Brazil, such as Marcelo Serpa, Washignton Olivetto and Fabio Fernandes, joined the campaign and used the font types on their client's print ads, spreading the message. Also, major media vehicles, such as Estadão and MTV also joined spontaneously the campaign, giving us much more than we expected.