NHS Blood and Transplant
Building on last year’s Missing Type campaign, NHS Blood and Transplant has united with blood donor organisations across 21 countries to highlight an almost 30% international drop in people becoming blood donors compared to a decade ago and revitalise National Blood Week, encouraging new donors to ensure blood donation for future generations.
We developed this campaign, in partnership with Engine, based on the insight that people rarely think about their blood type. Most of us don’t even know what it is. But what would happen if that ‘type’ were to go missing in everyday life? We put that thought to the test.
Many of the world’s biggest brands, including Google, Coca-Cola, Microsoft, McDonald’s, Santander and Odeon, subverted their brand logos in the name of Missing Type and featured in a new TV advert depicting an eerie, unsettling world where the vital letters of the blood groups A, B and O mysteriously disappear from familiar signs and logos.
The Missing Type campaign has been the most awarded campaign in the UK of 2016 so far, including a Gold and Bronze Cannes Lions, the prestigious Paul Arden Award for Innovation at Campaign Big Awards as well as being recognised at the One Show, Creative Circle and D&AD.
Most importantly, in 2015, Missing Type delivered the result that really mattered: 30,000 new blood donor registrations over the course of the one week – equivalent to over 100,000 lives saved or improved.