NHS Blood and Transplant - "Missing Type Case Study"

A survey reveals a 30% drop in new donors across 21 countries last year compared to a decade ago. We also observed a significant drop in reserves of blood during the summer (blood donors are on holidays…). To visualize the problem of missing blood we can remember campaigns where the red was removed from the TV or from a football team jersey.

Engine group has proposed to tackle the issue in making letters of the blood groups disappear (A, O and B) from familiar signs or logos drawing public attention to blood donation and encourage people to come forward to donate blood. From your favorite newspaper to the road sign or the sign of your local supermarket, every corner of the UK was reached in creating a real trending topic. In the 10 days after the campaign, over 30.000 people register online to give blood.

Building on that success the campaign is back in going global this year bringing together 25 blood services from 21 countries (from Australia to Belgium via Singapore) covering one billion of the world’s population. A number of high profile brands and organizations are endorsing and participating. 

See the British commercial below