There has been an almost 30% international drop in people registering to become blood donors over the past 10 years.

To encourage new donors to register we united with blood donor organisations across 21 countries, and our Engine partners, to take our ‘Missing Type’ campaign – originally created for NHS Blood and Transplant – to a global audience.

The ‘Missing Type’ Campaign is built on the insight that people rarely think about their blood type, or even know what it is. So we explored what would happen if that ‘type’ were to go missing in everyday life? We collaborated with many of the world’s biggest brands, including Google, Coca-Cola, Microsoft, McDonald’s, Santander and Odeon to depict an unsettling world of ‘Missing Type’ where the vital letters of the blood groups A, B and O mysteriously disappeared from familiar signs and logos.

Missing Type became the UK’s most awarded campaign of 2016, including winning Gold and Bronze Cannes Lions, and the prestigious Paul Arden Award for Innovation at Campaign Big Awards. More importantly, 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.