In 2019, non-profit Literacy Partners reported that 18% of New York adults aren't functionally literate. In 2020, Covid-19 reinforced the importance of being able to make sense of important information.

We created a typeface deliberately missing 18% of its pixels to visualize what the world looks like when you can't read, and encouraged people to fix our broken typeface by making a donation.

In partnership with Dalton Maag London, we built a variable custom font that "filled in" every time someone donated. The campaign included donated media with print, OOH and digital banners and also featured a Literacy Partners student who voiced the film.