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12 June 2015

OOH Ad of the Week: NHS Blood and Transplant ‘#MissingType’ (UK)


Nhs main

What the bloody L is going on ‘ere? Letters seem to be disappearing from signs and shop fronts across the UK this week but before we start dialling the “sign police”, it turns out it’s just the workings of a new campaign from NHS Blood and Transplant desperately urging people to donate blood.

Iconic locations, brands and shops – including the Prime Minister’s residence on D_wning Street, round the corner from that book store W_terst_nes where we like to go and sit and eat a bar of Green & _l_cks chocolate – are removing the letters ‘A’, ‘O’ and ‘B’ in support of National Blood Week.

People are also been urged to join in on the blood donation effort by removing any of those letters from their names and posts on social media – all driven by the hashtag #missingtype. Additional PR activity is taking place across TV, radio, print and digital media. The campaign was created in collaboration with Engine and Twenty Six Digital.


Nhs 2

There is certainly no shortage of innovative public service examples like this.

Take this awesome case study from the Albert Einstein Israelite Hospital, for example. To get young people interested in blood donation, Z+ decided on an unusual strategy that saw fake blood bags placed in drinks refrigerators in convenience stores across Brazil to bring the issue to public discussion. And the best part, it worked – the number of young blood donors increased two-fold after one month and the hospital received enough blood donations, in terms of volume, to attend to approximately 4,000 patients. Read the full case study here: http://www.creamglobal.com/17798/32186/blood-for-sale.


Or the Red Cross Connection app in Singapore – the world’s first crowdsourcing mobile social platform for blood donors, which resulted in raising a total of 121,360 units of blood (+5% YOY) and saving close to 66,000 lives through blood donation. Check out the full case study here: http://www.creamglobal.com/17798/35886/red-cross-connection.

Blood 2

Let’s hope that NHS Blood and Transplant see a similar success with this campaign!


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