NHS Blood and Transplant

Missing Type

Challenge

There was an urgent need to address the 40% drop in new donors in the UK over the last decade.

Solution

Missing Type was the creative solution: taking the As, Os and Bs from names, places and brands that we engage with in everyday life. It was an inclusive movement: anyone could drop the type from the social media profiles with #MissingType

Execution

In Year One, we mobilised over 1,000 brands, from Google to Starbucks and delivered massive media exposure, including Sky News, BBC News, Radio 4 Today, Buzzfeed and Huffington Post. We created 178 million Twitter impressions and 26,000 uses of the campaign hashtag.

Influence

30,000 new blood donor registrations over the course of the week: a 200% increase on the previous National Blood Week Campaign. The campaign went global across over 20 territories in Year Two.