NHS Blood and Transplant

The agency behind a multi-award winning campaign


NHS Blood and Transplant needed to urgently address the 40% drop in new donors in the UK over the last decade.


Missing Type was the creative solution: taking the As, Os and Bs from names, places and brands that we engage with in everyday life.


We achieved blanket media coverage in every national news outlet, and 30,000 new blood donor registrations over the course of the week: a 200% increase on the previous National Blood Week Campaign.