For this year’s National Newspaper Week, News Media Canada is encouraging Canadians to show their support for Canadian newspapers and their digital platforms by using a font that is meant to embody the things newspapers represent.

The new font, called “Champions,” was created to shine a light on the power of words and the people behind the press who use them. This new custom font is available to all Canadians for free download and use, and was designed for use in both digital and print formats.

Champions’ design is described by News Media Canada as has having both humanistic traits — mimicking hand motions reflecting the craft and artistry that goes into producing  news each day — and highly geometric shapes — which represent the structure  of fact-checking, editing and producing high-quality credible content newspapers are known for.

The advertising campaign consists of print and digital newspaper executions that will run in local, regional, and national newspapers across the country – bearing the tagline “Champions of Truth.” In addition, a national digital media buy with Chatelaine will run throughout National Newspaper Week – which takes place from Oct. 2 to 8 – along with a national influencer and targeted earned-media PR campaign. The program and PR efforts are being led by Craft PR and the ad campaign creative was developed by The Greater.

Nine in ten Canadians (86%) read newspapers each week across Canada, either in print or digital format.