Cannes Lions

The Feminist Letters

Y&R NEW YORK, New York / PLANNED PARENTHOOD / 2018

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Case Film
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Overview

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Credits

Overview

Description

The Feminist Letters is a typeface created to amplify the message advocating for gender equality. Each letter and number is specifically designed with purpose, calling attention to issues like equal pay, reproductive rights, women’s health, women in politics, and campus assault laws. When represented in complete typographic form, the font displays a truly inclusive image of feminism. We created a platform that makes contacting senators easier and more impactful – on thefeministletters.com, feminists can download the font, tweet their senators, learn about feminist issues, and make their voices heard in a typeface that represents their strong messages.

Execution

We created a fully functional, free for download illustrated .OFT font available on thefeministletters.com. On the site, users input their information and directly tweeted to their representatives in the typeface. They could also learn surprising information about the feminist issues each letter stands for. Voters used the typeface to write letters, postcards, faxes, tweets and emails to their senators. Feminists across America marched with The Feminist Letters protest signs at the Women’s March where +3 million marched. At our NYC launch event, our feminist partners Women of Sex Tech, Bustle, Bow & Drape, Unbound, Butter & Scotch, YOLA Mezcal, and Terrorbird Media supported our cause and donated to Planned Parenthood of New York City. We blasted our message across social platforms - Feminists used our typeface to contact senators, communicate on social media, and the typeface was written about in media outlets across the world.

Outcome

The Feminist Letters began at the Women’s March, where feminists across America marched with our letters. LuluLemon, a major sportswear brand, used our posters in storefronts during the Women’s March. On the official launch, The Feminist Letters font was picked up by feminists everywhere - It was adopted by partners Women of Sex Tech, Bustle, Bow & Drape, Unbound, Butter & Scotch, YOLA Mezcal, Terrorbird Media, female businesses, entrepreneurs, and influencers. Our launch party in NYC featured partners and collateral on behalf of Planned Parenthood of New York City.

 

The Feminist Letters was picked up by major editorial, design, and female publications, and was featured on a radio special on Radio Free Brooklyn. Feminist organizations across America adopted our font and threw political letter-writing parties using our font. We saw engagement on all social platforms - feminists, brands, and partners utilized our tool to create custom content with our typeface.

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