Even after years of fighting prejudice, it is still a challenge to show the public that people with special needs are able to perform practically all tasks performed by an able bodied person. The biggest challenge was to transmit the message in a new and engaging way. After visiting AACD's Child Care Centre, we decided to design the fonts after them - THE FONT AS THE MESSAGE. We also understood that this message was too important to rely only in a campaign, so we decided to open the creative process, inviting designers and ad agencies to spread the message with us and built a plataform that could exist munch longer than a campaign regular time. Every time a Unique Type is used, the non-prejudice message is spread - EVERY AD AS THE MEDIUM.

The first medium was the invitation video for font designers. The video was published on Vimeo and spread through Twitter. Suddendly, we started to receive typefaces inspired by AACD's children. When we reached a minimal number of typefaces, we needed to reach the creative guys who make ads. If they used our typefaces, we could spread AACD's message. We aimed the top 10 creative directors in Brazil. To reach them, we started a direct marketing campaign, but instead of sending private messages, we opened the invitation to the world. We recorded 10 videos, one for each creative diretor, and put them on-line. On Twitter, we asked people to show the video for the creative director.

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. One ad alone from W/McCann for Globo.com advertiser took the message for 8 million people in Brazil. Also, major media vehicles, such as Estadão and MTV joined spontaneously the campaign, giving us much more than we expected. We had a 90% response rate on the direct videos. 9 of the 10 creatives accepted publicly the invitation (until today). Some of them in a matter of minutes, others, after 2 days, but everytime they accepted the invitation, all the creatives that were aware of the campaign, felt encouraged to dive in with them. We needed 10 views for the videos. We got more than 26.000, in only 10 days.