2016 Campaigns we loved - Missing letters = missing blood 'types’

We loved the June campaign to make the letters A, O and B go ‘missing’ from London street signs, shop fronts and the Daily Mirror masthead in a show of support for National Blood Week’s Missing Type campaign.

NHS Blood and Transplant (NHSBT) hoped to attract 200,000 new volunteers to keep blood stocks up, after 40% fewer new blood donors came forward last year compared to a decade ago.

The Mirror dropped letters from its masthead for the first time in its 
112-year history and The Downing Street sign lost its O.

Waterstones lost the A and O from its Trafalgar Square store and Odeon dimmed the O at its Leicester Square branch.

The letters represented the three main blood types.  In removing them the NHSBT promoted the message that if insufficient new people donate blood, these ‘types’ will go missing in years to come.

As Jon Latham from NHSBT said, people’s lives have got busier over the last decade with longer working days and less free time and good causes competing for a slice of time and attention.

We love the simplicity of this campaign.

Visit www.blood.co.uk to register as a donor.