ABOUT
National Blood Week is the key date in the calendar for NHS Blood & Transplant (England & North Wales), especially as their latest statistics revealed the number of new donors coming forward had plummeted 40% in the past decade. The challenge was to recruit new donors, particularly from the 17-24 year old age group.
Based on the simple insight ‘Imagine a world without As Os and Bs’ an Engine team of WCRS and MHP launched ‘Missing Type’. It was a week that saw the ‘O’ disappear from Downing Street; The Daily Mirror change its masthead; blanket national media coverage; and a social media movement created with many of the world’s biggest brands – including Google, Coca-Cola, Microsoft and McDonald’s – ripping up their logo guidelines to join in and amplify the call for new donors.
Most importantly ‘Missing Type’ delivered the result that matters: 30,000 new blood donor registrations over the course of the week – equivalent to over 100,000 lives saved or improved.
AWARDS
Campaign BIG Award - Gold
DMA Award Shortlist
LIA Award - Gold
Masters of Marketing Awards
MoM Awards
Public Affairs Awards
The Drum Social Buzz Awards
Back to Missing Type project
Martin Lewandowski
Digital Designer, Nzime
United Kingdom
Jack Richardson
Graphic Designer, Supremebeing™ LTD
United Kingdom