Fighting fake news with a new font


Our all-new #SeeAlltheAngles campaign features print and digital ads, a new landing page, a Headline Maker app, a downloadable keyboard and printable posters.

Can you read the headline on the right?

No? Good. That’s what we’re hoping. We’d like you to pause for a moment to think — and then dig a little deeper to decipher the meaning of what you’re seeing, just as you should do when determining whether the news you’re reading is real or fake.

That’s the purpose of our new ad campaign, developed as part of a pro bono partnership with J. Walter Thompson New York.

The #SeeAlltheAngles campaign features print and digital ads, a new landing page, a Headline Maker app, a downloadable keyboard and printable posters.

It is based on a sideways-facing font that JWT developed just for us — one that puts a literal spin on the alphabet and turns each letter so just its edge is visible. The font encourages readers to think beyond their first impression — and, by extension, reminds them not to take what they see at face value. It will be used in “headlines” in the advertising copy.

These ads are being placed with major news outlets, including The Wall Street Journal, Fox News and AOL. All media space has been donated by Kargo, a mobile advertising agency, and partners of JWT.

To access the tools and to learn more about the font, visit the #SeeAlltheAngles page. We encourage you to use the Headline Maker app (available for iOS and Android) and the keyboard to create your own headlines and send them as text messages. Download the posters and hang them anywhere that could benefit from a news literacy message — classrooms, libraries, after-school programs, even your kids’ rooms. And please share your photos, graphics and text messages with us by emailing them to [email protected].

One last thing: That headline on the right?

“Question everything.”

We hope you do.

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