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Y&R creates exclusive ‘Feminist Letters’ font to call attention to women’s issues

The Feminist Letters Launch

Feminism now has its own font, thanks to Y&R, which has introduced a new typeface to call attention to women’s issues with each letter design.

The Feminist Letters is a typeface created to amplify the voices advocating for gender equality. Each letter is designed with a purpose, calling attention to issues like equal pay and reproductive rights. The Feminist Letters platform allows people to tweet at their representatives in the font and download it to create social posts, posters and more.

The font articulates gender equality issues in provocative and humorous ways, with each letter standing for a separate issue. For instance, the ‘A’ is two high-heeled legs in a skirt standing for “ass kicking career women,” while a pregnant ‘B’ is for birth, ‘S’ is for salaries and ‘K’ is for “keep your hands off.”

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The goal of the campaign, according to Y&R, is to spark action for feminists everywhere – however they choose to adapt and use the font to more powerfully express their voices. Ultimately, the font is intended for feminists of all genders to write to their government representatives on crucial feminist issues, moving the needle towards gender equality.

The empowering alphabet saw initial success at the national Women’s March, where the letters were adopted by marchers in New York, LA, Philadelphia and other cities.

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Leslie Sims, chief creative officer at Y&R North America, said: “We’re in a critical moment for women’s rights, with movements like #TimesUp and #MeToo inspiring women everywhere to take action. The Feminist Letters gives activists a way to send a message in a font that really sends a message. There are so many organizations advocating for gender equality, and The Feminist Letters offers a shared language that encompasses all of these issues. We want the font to be an engaging, creative way for women’s rights advocates to speak out on the topics most important to them.”

The platform is being launched with Women of Sex Tech, the 3% Conference, Bow & Drape, Bustle and Yola Mezcal. 

The Feminist Letters platform streamlines the process of contacting representatives while making sure messages stand out. People can visit the Feminist Letters website to tweet at their representatives using the font, and they can also download the font to share across social.

Y&R Group: 'Feminist Letters'

Agency: Y&R Group
Client:
Date: April 2018
The Feminist Letters is a typeface created to amplify the voices advocating for gender equality. Each letter is designed with a purpose, calling attention to issues like equal pay and reproductive rights. The Feminist Letters platform allows people to tweet at their representatives in the font and download it to create social posts, posters and more.
The font articulates gender equality issues in provocative and humorous ways, with each letter standing for a separate issue. For instance, the ‘A’ is two high-heeled legs in a skirt standing for “ass kicking career women” while a pregnant ‘B’ is for birth, ‘S’ is for salaries and ‘K’ is for “keep your hands off.”
The goal of the campaign, according to Y&R, is to spark action for feminists everywhere – however they choose to adapt and use the font to more powerfully express their voices. Ultimately, the font is intended for feminists of all genders to write to their government representatives on crucial feminist issues, moving the needle towards gender equality. The empowering alphabet saw initial success at the national Women’s March, where the letters were adopted by marchers in New York, LA, Philadelphia and other cities.
Credits:
 
 
North America CCO: Leslie Sims
ECD: Joao Coutinho  
ECD: Christian Carl
GCD: Nathalie Brown
Copywriter: Lindsay Dyer
Art Director: Caitlin Hickey
Senior Designer: Olga Vladova
Head of Innovation: Catherine Patterson
Senior Integrated Producer: Jill Toloza
Print Producer: Jack Hughes
Senior Business Manager: Adele Solomon
Global Content Director: Alex Foster
Engagement Strategy Director: Cara Drolshagen
Tags: United States
 
 
 
 
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