We needed an idea that could be really disruptive, but at the same time generate a sense of national altruism.

So we made the letters of the blood groups—A, O and B—disappear from society to visualise the fall in blood donation and create a powerful call to action.

Our ambition was to create a simple inclusive movement where anyone, from individuals to global brands, could remove the letters from physical and commercial spaces, publications, logos and social media profiles, allowing the message to be easily understood, imitated and shared.

By piggybacking existing assets, we would gain maximum impact with minimum cost for the client, and effort from participants.

Teaser phase (03/06/2015 - 04/06/2015)

A number of partner brands lost their type in the physical world. Images of the disruption were captured and used as collateral for media coverage. They were also shared via the brands’ social media channels alongside cryptic tweets from influencers such as Gemma Styles.

Reveal phase (05/06/2015 – 07/06/2015)

NHS Blood and Transplant revealed #MissingType as a call to action, while a media relations blitz ensured coverage appeared across every major print, broadcast and online source.

Within hours #MissingType went viral and prompted a 1000% increase in web traffic over the weekend as people went online to register to donate.

National Blood Week (08/06/2015 – 14/06/2015)

Momentum build, and coverage spread to National TV and Radio. As the movement grew, brands, institutions, celebrities and the public rallied to support the cause, removing letters from social media and creating bespoke content to share with their followers.

Proving to be a strong visceral reminder of how much society needs those simple letters, #Missing Type became a catalyst for tens of thousands of people not just dropping their type, but registering to donate blood in record numbers:

Over 30,000 donor registrations in the first 10 days.

It is estimated that this will save or improve over 100,000 lives.

A total reach of over 2 billion

Organic participation from over 1000 brands

Visits to the give blood website increased by 1000% by day 2

The most successful National Blood Week Campaign on record

18,114 17-24 year old donors registered during the campaign

Over 600 pieces of earned news coverage

14 items on National Television

29 items on National Radio