During the biggest water crisis in São Paulo, we needed to bring awareness to as many people as possible about the importance of water in our lives.

We came up with a font based on the cracks in the Cantareira System soil, the city’s main water source, and we used important institutions to convey the message.

We were supported by various brands, media and affluent personalities, who used our font to alert people about the situation in the city.

The font resulted in an enormous impact both on the digital and traditional media. We reached thousands of people through different communication areas at no cost to the NGO.

In a partnership with Twitter, we created a digital platform to spread the voice of the drought, and people could tweet using the font. The site also offers Cantareira.ttf for a free download and features more information about the project and on how to save water.

Launched on International Water Day, various brands and celebrities used the font on their social networks, in addition to the support of the country’s biggest soccer team, Corinthians, whose players entered the field wearing a shirt made by the drought’ voice and promoted the project on all its digital accounts.

The voice of the drought spread among more than 14 million people, via tweets and more than 53 thousand likes on posts written with the font, generating more awareness and less water waste.

The site was visited by about 23 thousand people and the font was available on specialized websites, generating more than 2 thousand downloads in 2 months.