Here's the new slogan, used at Croydon Mail Centre earlier today (I've adjusted the colours slightly):
Engine Group's Missing Type campaign for NHS Blood and Transplant (NHSBT) is relaunching, this time reaching beyond England and Wales by involving 21 countries globally.
The integrated campaign, which first ran last year and was a winner at Cannes and has been shortlisted for four PRWeek UK Awards this year, sees organisations and individuals encouraged to remove the As, Os and Bs – the letters that make up blood types – from their name to highlight the lack of blood donors. It is led by NHSBT and Engine Group agency MHP Communications.
It's a very clever campaign, and having the message on letters going worldwide this week will increase awareness - from the inquisitive, anyway!The number of first-time donors globally has dropped by more than a quarter between 2005 and 2015. This year, blood donation organisations from a range of countries including Australia, America, South Africa, Japan, Belgium and Ireland are also involved – with locations including Bondi Beach and Table Mountain being given the Missing Type treatment.