New Blood Entry — The Endangered Character
Award: White Pencil
Google Fonts & The Typographic Circle / 2024
Fish stock has decreased by 90% over the past 30 years. Despite the urgency, Taiwan has yet to pass significant marine conservation laws, which is deeply concerning for the island.
Poetry can serve as a collective memory that educates and transcends generations.
This campaign shows the absence of the Mandarin character 魚 (fish) from the primary school poem Father Goes Fishing – a chapter in the Taiwanese curriculum spanning over half a century. By filling in the missing character via text message, the campaign aims to generate active support for more sustainable measures.
What did the judges have to say?
Taken from recording - 'DurEd: It's smart, it's scalable, and it solves a real problem. The Endangered Character: This work was hit every nail on the end - so thoughtful, beautiful and impactful. No notes, just fantastic!'
Neisha Tweed Bell, Exec Creative Director/Inclusive Creative Strategist, Freelance
Grassroots campaigns are the seeds of change. This project combined beauty and local culture in a powerful way.
Sana Iqbal, Founder, Studio Sana
A simple, smart idea played through beautifully. We loved the bravery in using the missing character as the core part of the engagement mechanism and how the idea expanded into real life applications
Peter Larkin, Creative Director, Nice and Serious
In a sea of strong work, these winners rose to the top with creative ideas that truly pushed for impactful outcomes. Bravo to all who were selected!
Paul Rivait, Director, Creative Impact, Public Inc.
Work that won demonstrated an enormous potential to scale and do lots of good in the world.
Kwame Taylor-Hayford, Co-Founder, Kin
At the heart of purposeful creative endeavours lies the capacity to captivate and stir the observer—this was exemplified in the winning works. They evoked smiles, fostered connections to cultures, or prompted the thought, 'I wish I had worked on this!
Shannon Walker, Founder, Social Disruption