Climate change is taking place. And it is predicted that it will happen even faster if the major polluting economies and the people living in them do not quickly curb their planetary heating habits.

To raise awareness of the need for change, the Finnish newspaper Helsingin Sanomat and frequent agency partner TBWA Helsinki have created a free downloadable font that can be adjusted on a sliding scale to reflect the pace of global warming.

To see is to believe [so] We wanted to support the conversations about climate change with something that is immediately understandable

Tuomas Jääskeläinen, Art Director of Helsingin Sanomat

The “The Climate Crisis Font” font, available via this link, was developed in collaboration with font designers Eino Korkala and Daniel Coull and can be adjusted on a scale that corresponds to the Arctic sea ice data from 1979 to 2019 and the IPCC forecast for this decline by 2050.

It is meant to be a more tangible and visual way to communicate climate change as, according to Helsingin Sanomat, people “are wired to be more responsive to the threats that we can easily observe”.

The concept is explained in more detail in the following digital video that was released as part of the campaign.

“Our mission is to make complex issues understandable, and since seeing believes, we wanted to support the discussions about climate change with something concrete and immediately understandable,” said Tuomas Jääskeläinen, Art Director of Helsingin Sanomat.

The newspaper recently used the font in a collection of articles on climate change and intends to use it in future environmental projects.

“These new methods of journalistic storytelling also complement our recent investments in data journalism. However, we don’t want to keep it to ourselves, which is why we are giving it away for free and hope that it will be used elsewhere, ”added Jääskeläinen.

With the help of TBWA Helsinki, Helsingin Sanomat delivered a “climate pen” with ink made of carbon dioxide gas to the heads of state of the G20 in 2019 before the UN climate protection summit in 2019 to demand concrete measures.

And the year before, Donald Trump welcomed it with a series of provocative, targeted outdoor advertisements, timed at the Helsinki Summit and attended by world leaders.

“Mr. President, welcome to the land of press freedom,” said one of the advertisements. Other advertisements featured headlines of stories written by the newspaper about Trump criticizing his report on press freedom.

In May 2020, TBWA Helsinki created a social distancing newspaper advertisement for Helsingin Sanomat that could cleverly only be read from a distance of two meters – the minimum recommended distance that people should stay in order not to catch or transmit Covid-19.