Drum triumph for #MissingType

by Mark Perkins

Last night Missing Type International picked up three awards at the Drum Marketing Awards. In addition to winning for Cause Related Marketing and PR Strategy MTI also scooped the prestigious Chairman’s Award selected from other winners including campaigns by the likes of Samsung, Cancer Research UK, New Balance, ITV and the BBC.

In 2016 MHP was tasked with tricky task of refreshing its Missing Type blood donor recruitment campaign. This time, working with NHS Blood & Transplant there was an added twist: 23 donor organisations from 21 different countries would also get involved in their local markets

This was the first time that local markets had been brought together to work on a single global initiative.


Missing Type International was launched with a domino effect across the time zones on August 16 with sustained bursts of partner activity through the week.

As, Bs and Os disappeared from every day and iconic locations such as the Sydney Opera House, Tokyo Tower, Singapore Botanical Gardens, Table Mountain, Times Square and Abbey Road.  Participating brands and organisations included Google, Microsoft, Qantas, Samsung, McDonalds, Santander, Paddy Power, Tesco, Nandos, Manchester City, Boston Red Sox, Australian Navy and Toronto Police.

And the results were spectacular…

More than 25,000 people across England registered to become new blood donors during this year’s campaign, 8,000 of whom registered in the first three days alone with massive registration spikes in partner nations.

1,000 brands and participating brand organisations in UK and a total of 1,500 around the world

3,100+ pieces of global coverage

• #MissingType was number one Twitter trending topic in the UK and ten other countries, above even the Olympics, with 54,000 global mentions across the week