NHS Blood & Transplant

Missing Type




We highlighted the need for new blood donors by removing As, Os and Bs from famous landmarks and logos.

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The Campaign

Over the past decade, there has been a massive decline in blood donation. New donors were urgently needed to protect the blood required for the two million annual blood transfusions in England.

A campaign aiming to spark conversation and initiate behaviour change rather than simply raise awareness. Taking the As, Os and Bs from names, places and brands that we interact with daily -creating a visible impact nationwide.

More than just a job

“Before working on this campaign, I totally took for granted that people could have a blood transfusion if they needed it. I was shocked to realise that if the trend of declining donation rates continue, this won’t be the case.

I thought the idea was brilliant - getting brands, organisations and people to remove the blood type letters A, O and B from the real world. But it really relied on the close integration of all elements, from PR, corporate partnerships and social and paid media.

This is such an important cause. Success literally saves lives. So to be part of the most successful blood donor recruitment campaign ever, you know that in a small way you have literally helped to improve the lives of real people. Not often you get that working in advertising!”

Ben Moakler, Business Director


Thousands of new donors
Huge increase in blood.co.uk traffic
Coverage on every TV news show
Trended on Twitter
1,000+ brands dropped their As, Os & Bs


Festival of Media Global 2017
Grand Prix
Campaign of the Year
Festival of Media Global 2017
Best Not-For-Profit Campaign
Festival of Media Global 2017
Best Communications Strategy

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