Missing Type
9:00 pm'Over the last 10 years there's been a 40% drop in new blood donors, putting thousands of lives at risk. To draw attention to the fact that we were severely missing blood types A, AB, B & O,' the NHS launched the Missing Type Campaign. *
We first saw letters disappearing back in 2015 with many 'publications, public places, brand and celebrities' getting involved and 'inspiring the public to get involved.'
The campaign made an issue that is very important and often overlooked into something you couldn't ignore. It also hugely succeeded in the aim, as it 'generated a reach of over 2 billion, but most importantly, prompted over 30,000 signups to give blood in the first week; improving and saving the lives of up to 100,000 people.' *
After the huge success, the NHS brought the campaign back in 2016 but with an international dimension. 'The campaign returned with a 30-second UK TV spot created by Engine agency WCRS, which struck an eerie tone as the camera tracks across empty places where the letters are going missing during the middle of the night. These included the London Tube map, a Boots store and a Microsoft Xbox screensaver. In the closing seconds of the ad, a voiceover says: "Without As, Os and Bs, we’re nowhere. Help fill in the gaps. Save lives by registering as a new blood donor at Blood.co.uk.'**
'The international dimension is that blood services in a number of other countries adopted the creative idea, so the letters also disappeared in locations in Australia, the US, Japan, Belgium and Ireland. The 2016 campaign spanned across 25 services in 21 countries covering 1 billion of the world’s population to draw global attention to the decline in new blood donors and need for people to start donating.'**
* http://www.campaignbigawards.com/finalists/missing-type/
**http://www.campaignlive.co.uk/article/nhs-missing-type-blood-appeal-back-international-campaign/1405719#Kr8thI3rFV46Pw3x.99
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