#MissingType Returns and Goes Global as As, Bs and Os are Dropped from Names

In June 2015, brands and street signs dropped the As, Bs and Os from their names – the letters that make up blood types – to highlight National Blood Week and the lack of blood donors. In just 10 days after launching the campaign, a record 30,000 new donors had signed up.
The award-winning effort by NHS Blood and Transplant is back – and this time, it’s global, being activated across 22 countries. Everywhere from the U.S and Australia to Brazil and Nepal is getting involved. In England, the focus is on a particular need for more young blood donors and more black and Asian donors.
Throughout the campaign As, Bs and Os will disappear in everyday and iconic locations around the world.
Brands and organisations backing the campaign already include Microsoft, St Thomas’ Hospital, Boots, Warburton’s and Manchester City. Other launch partners include Lloyds Bank, Paddy Power, Transport for London, Claire’s Accessories, Tottenham Hotspur, Santander and Royal Mail, which has issued a special postmark for all letters sent in the UK this week to support the campaign.
Involved agencies:
ENGINE Group’s:
MHP Communications
Via: PRExamples