200 cm. is the safe personal space that public health authorities recommend people keep in order to avoid the spread of Coronavirus disease (COVID-19). A simple, yet crucial, action.
To remind the public of the importance of this measure and to ensure that as many people as possible comply in busy venues such as public transport, supermarkets and workplaces that continue to see a lot of activity, the advertising agency Shackleton launches a global challenge, #The200Challenge (www.the200challenge.com)
This initiative encourages businesses, organizations and institutions around the world to temporarily modify their logo as a show of solidarity with this 200 cm personal exclusion zone. How? By increasing their brand’s letter spacing (tracking) to 200. This way, every time someone sees the brand they will be reminded that for the time being it is vital that we give each other a bit more space, and leave no room for the coronavirus.
How to adapt your logo and take part in the challenge.