Media > Media: Digital & Social
OMD GUATEMALA / CASA CALEB / 2014
Overview
Credits
Effectiveness
23,000 downloads from more than 100 countries around the world in just one month.
All the TV channels in Guatemala covered the initiative.
More than 5 million views, shares and posts in social media in one month.
Execution
We asked the senior citizens to create typography from their unique handwriting. Four art directors scanned and digitized their handwriting and created custom typefaces that can be used on any computer.
Each font is named after the seniors, so their names are preserved in prosperity.
The typefaces are available to be downloaded at www.realcharacters.org for a donation of $2 each. All proceeds go to Casa Caleb nursing home to help improve the seniors’ lives.
Strategy
Casa Caleb is a nursing home for the elderly; some of them used to be homeless, many neglected. The facility gets by on contributions and the enterprising ideas of the founders of the home. However, rent is high, and the home is looking to buy property to provide a more secure quality of life for their seniors.
Not everyone gets the same opportunities, sometimes people can grow old without getting a chance to be recognized or leave a legacy in this world. We decided to make something everlasting, so the names of these incredible people and their stories remain with us forever; we created typefaces inspired by these people.
More Entries from Use of Digital Platforms in Media
24 items
More Entries from OMD GUATEMALA
24 items