NHS Blood and Transplant: Missing Type

NHS Blood and Transplant, which has the responsibility for optimising the supply of blood, organs and tissues in the UK, partnered with Coca-Cola, Google and Arsenal FC to 'rip up' their logo guidelines to recruit new donors.

Campaign details

Advertiser: NHS Blood and TransplantAgency: MHP Communications

Executive summary

The number of new donors coming forward had plummeted 40% in the past decade. The challenge was to recruit new donors, particularly from the 17- to 24-year-old age group.

MHP and NHSBT launched 'Missing Type', where the letters of the blood groups A, O and B were taken out of circulation to amplify the call for new donors. Triggered by staged partner content it was a simple, aFrmative and inclusive social media movement that anyone could join in with - from individuals to the world's biggest...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands