NHS: Missing Type

Credits & Description:

Agency: Engine
Client: Nhs Blood and Transplant
Art Director: Tom Dixon
Art Director: Jo Griffin
Copywriter: Tom Dixon
Copywriter: Jo Griffin
Creative Director: Jules Chalkley
Creative Director: Mark Perkins
Executive Creative Director: Billy Faithfull
Executive Creative Director: Ross Neil
Creative Agency: Engine Group
Account Handler: Helen Byard
Account Handler: Alice Carter
Account Handler: Sarah Frow
Account Handler: Gemma Irvine
Managing Partner: Annie Gallimore
Over the last 10 years there’s been a staggering 40% drop in blood donor registrations, putting thousands of lives at risk.
To draw attention to the fact that we’re urgently missing blood types A, B and O, we decided to visualise the issue.
So we made the letters disappear from society.
Publications, institutions, brands and celebrities created a powerful call to action by getting involved, triggering an unprecedented social media movement.
Most importantly, over 30,000 new donors registered in 10 days, saving or improving up to 100,000 lives.