Titile: Missing Type
Agency: Engine
Brand: Nhs Blood And Transplant
Country: United Kingdom
Advertising Agency: Engine, London
Entrant Company: Engine, London
Media Agency: Engine, London
Pr Agency: Engine, London
Production Company: Engine, London
Creative: Jo Griffin (Engine)
Account Manager: Alice Carter (Engine)
Managing Partner: Annie Gallimore (Engine)
Account Director: Helen Byard (Engine)
Managing Director, Mhp Brand: Gemma Irvine (Engine)
Creative Director: Mark Perkins (Engine)
Executive Creative Director: Ross Neil (Engine)
Account Manager: Sarah Frow (Engine)
Creative: Tom Dixon (Engine)
Executive Creative Director: Billy Faithfull (Engine)
Creative Director: Jules Chalkley (Engine)
Execution:
A number of partner brands lost their type in the physical world. Images of the disruption were captured and used as collateral for media coverage. They were also shared via the brands’ social media channels alongside cryptic tweets from influencers such as Gemma Styles.Reveal phase (05/06/2015 – 07/06/2015)NHS Blood and Transplant revealed #MissingType as a call to action, while a media relations blitz ensured coverage appeared across every major print, broadcast and online source. Within hours #MissingType went viral and prompted a 1000% increase in web traffic over the weekend as people went online to register to donate.National Blood Week (08/06/2015 – 14/06/2015)Momentum build, and coverage spread to National TV and Radio. As the movement grew, brands, institutions, celebrities and thepublic rallied to support the cause, removing letters from social media and creating bespoke content to share with their followers.
Synopsis:
National Blood Week is a key date in NHS Blood and Transplant’s calendar. In 2015 there was an urgent need to recruit a new generation of donors, as registrations had plummeted a staggering 40% in the past decade. A disruptive campaign was required to spark conversation and initiate behaviour change on a national level – creating registrations, not just raising awareness. Blood donation needed to be put back on the public agenda. While all registrations are valuable to the NHS, 17-24 year olds were the primary recruitment target, with national press coverage and social media critical to driving online donor registration.The previous National Blood Week generated 10,000 new donors – this was the benchmark for success.
Strategy:
With limited budget, we decided to use staged partner content to trigger an organic, domino-effect across social media. Many viral campaigns fail to ignite because the issue and call to action are not properly established in the target audience’s mind-set. Hard-hitting news coverage, combined with social media content from well-known brands would be critical to successfully building momentum. We therefore approached high-profile brands and organisations—Odeon, O2 and even Downing Street—to help seed the idea of Missing Type with a series of staged activities that would both stir public intrigue and provide news and social content for our PR team to sell into the National press. The simplicity of the creative idea was reflected in the success of the activation: minimal effort was required to create the desired disruption, message delivery and action, making it easy for thousands of individuals and brands to join the movement.
Campaign Description:
We needed an idea that could be really disruptive, but at the same time generate a sense of national altruism.So we made the letters of the blood groups—A, O and B—disappear from society to visualise the fall in blood donation and create a powerful call to action.Our ambition was to create a simple inclusive movement where anyone, from individuals to global brands, could remove the letters from physical and commercial spaces, publications, logos and social media profiles to show their support for the cause, allowing the message to be easily understood, imitated and shared. By piggybacking existing assets, we would gain maximum impact with minimum cost for the client, and effort from participants.
Brief with projected outcomes:
The UK Department of Health have strict rules that prohibit incentivisation in donor recruitment campaigns. Rewards/prizes cannot be offered in exchange for blood donation. Brands and celebrities cannot be paid or receive preferential treatment for advocating the cause, support must be altruistic. Communications must focus on altruistic behaviour change.
Outcome:
Proving to be a strong visceral reminder of how much society needs those simple letters, #MissingType became a catalyst for tens of thousands of people not just dropping their type, but registering to donate blood in record numbers. The content they shared from donor centres under #Missing Type demystified the blood donation process, making it a ‘cool’ thing to do. Meanwhile the powerful reach and influence of brands helped amplify the message. Over 30,000 donor registrations in the first 10 days.…saving or improving over 100,000 lives.A total reach of over 2 billionOrganic participation from over 1000 brandsVisits to the give blood website increased by 1000% by day 218,114 17-24 year old donors registered during the campaignOver 600 pieces of earned news coverage14 items on National Television29 items on National RadioThe most successful National Blood Week Campaign on record