Akatu Institute For Conscious Consumption: The Voice of the Drought

Parched soil gives voice to the earth and inspires a typeface that encourages the conscientious use of water The advertising agency DM9DDB, the Akatu Institute – an NGO that encourages responsible consumption and sustainable life styles – and Twitter created a unique typeface inspired by the parched soil of the Cantareira reservoir system, the primary water source for the metropolitan region of São Paulo that is passing its greatest drought in history. It's an alphabet designed to give voice to Mother Nature and spread messages encouraging everyone to consume water conscientiously.
The typeface can be downloaded at: www.avozdaseca.org.br and people can Tweet messages using this font to encourage not only the city of São Paulo, but the whole planet to use water conscientiously. The website also features a behind the scenes look at the project.