The number of new blood donors in Britain has declined 40% in a decade. And with nearly 2m transfusions per year, we needed to recruit new donors, fast. So we captured potential donors’ attention by highlighting the importance of missing blood types A, O and B.
We needed a visually disruptive campaign to initiate behaviour change. Missing Type was the creative solution: taking the As, Os and Bs from names, places and brands that we interact with every day. Iconic worldwide locations, including Downing Street and Times Square, and global giants Google, Microsoft, Coca-Cola and McDonalds joined in. We then supported this with paid social, VOD and TV activity, to ensure #missingtype was seen worldwide.