The public’s response to our Missing Type campaign for this year’s National Blood Week has been overwhelming. More than 30,000 people registered during that week and the campaign saw a three-fold year on year increase in the number of donors, smashing their targets.
As a result, both NHS Blood and Transplant and the team at Engine who worked on the campaign would like to extend a massive thank you to all the brands, media, influencers – and most importantly donors – who dropped their Os, As and Bs and registered to donate. From Downing Street to Arsenal FC, NotOnTheHighStreet.com, NOW TV, Odeon, Coca-Cola, Waterstones, Google, McDonalds and Green & Black’s Organic and more, the support was astounding.
By June the 14th, World Blood Donor Day, thousands of multinationals, national and SME brands and organisations, including start-ups, family businesses, other creative agencies, charities – had joined the cause, altering their logos, websites, Facebook and Twitter accounts, creating an overwhelming, worldwide social media response. We saw more than 178 million impressions on social media over the course of the week.
Jon Latham, NHS Blood and Transplant’s Assistant Director for Donor Services has named #MissingType their most successful recruitment campaign to date, extending his thanks to all who took part and adding, “We hope that the thousands of people who registered will now go on to book an appointment and become regular donors and that the companies who backed the campaign will continue to promote blood donation.”