NHS Blood & Transplant
Missing Type

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



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.


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


Awards and Recognition

  • Festival of Media Global | Grand Prix: Campaign of the Year
  • Festival of Media Global | Gold: Best Communications Strategy
  • Festival of Media Global | Gold: Best Not-For-Profit Campaign
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