#MissingType Returns as Brands and Places Drop As, Bs and Os 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 – and further to the PR-led approach last year, a TV ad campaign will run alongside it (see below).
In England, the focus is on a particular need for more young blood donors and more black and Asian donors.
The number of people becoming donors and giving blood for the first time in England decreased by 24.4% in 2015 compared to 2005.
This year, the campaign is bringing together 25 blood services from 21 countries, covering one billion of the world’s population. Each is calling for new donors to ensure blood donation for future generations.
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.
Mark Perkins, Creative Director at MHP – ENGINE said: “Last year the activity was predominantly PR led. Building on its success and the content created in the media relations and digital campaign, the TV creative from ENGINE agencies WCRS and Trailerpark takes Missing Type to another level of visual disruption. Now we need as many brands, organisations and individuals to join the movement on social media using #MissingType with a link to help drive new donor registrations to help save lives”.
Video below:
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Via: PR examples 

Sit Down to Save Lives in OOH Blood Donation Campaign

SANBS wanted to encourage more people to donate blood, especially at the malls where mobile blood drives frequent. We needed to make shoppers aware of the fact that one pint of blood can save three lives and encourage them to donate blood there and then.We came up with simple idea sit down to save lives. Our installation involved a chair that was connected to three empty blood bags shaped like people. These blood bags were set up beside the chair with a message that read, “Every time you sit down to donate you save three lives.” Utilising Archimedes’ principle of displacement, when shoppers sat on the chair the three blood bags filled up with red (blood-like) liquid bringing the message to life for all to see.
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Via: Best Ads on TV

See the Power of Blood Donation With Ocean Outdoor

Virtual blood donors witness life-saving transformation of patients before their eyes.

NHS Blood and Transplant today (May 18) launches a new digital Out of Home campaign to highlight the life-saving power of blood donation.
The campaign, one of the winners of Ocean Outdoor’s annual digital out of home competition, uses innovative augmented reality technology to encourage the public to offer a virtual blood donation via an iphone.
Created by creative agency 23red, ’See the power of blood donation’ breaks on Ocean Outdoor’s New Street screen in Birmingham from May 18 and on the Eat Street Screen at Westfield London from May 20.
Experiential activity will support the campaign with advisors at both out of home locations signposting members of the public on how to register and become a blood donor.
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Virtual Blood Donation uses an AR app which is connected to an image on the large format screens featuring an empty blood bag and an ill patient. Visual recognition is used to detect a sticker on a participant’s arm which then overlays an AR needle, plaster and tube onto the participant’s arm.
This triggers the blood bag on the screen to fill up and the virtual donor can watch as the image of the sick patient gradually returns to health.
It is the first time that an augmented reality app has been used to trigger animation on Ocean Outdoor’s large format screens. The app is hosted on Ocean’s high speed wifi network.
23red founding partner and creative director Sean Kinmont said: “This innovative use of media and technology really brings to life the power of a blood donation and shows donors and potential donors how their gift of blood can save and improve lives.”
The campaign illustrates this with real life recipients whose lives have been saved by the actions and donations of others.  Featured on the two screens are Natasha (34), who required 44 units of blood and blood products when she suffered massive blood loss during the birth of her youngest son, Oliver. The others are Amit (30) and Shalona (28) who require regular blood transfusions for painful, life-threatening hereditary conditions.
NHSBT - Birmingham_Amit_unwell
Ian Trenholm, chief executive of NHS Blood and Transplant, said: “With just under 200,000 new donors needed every year, we need to find ways to show people the importance of blood donation. We hope that by getting people to give a virtual donation, we can get them thinking and explain what it takes to become a real life donor. The virtual experience gives an insight into the personal reward and satisfaction our loyal donors feel when they give blood and know they are saving lives. Each unit of blood donated can help save or improve the lives of up to three people.”
Ocean Outdoor Head of Marketing Helen Beacham said:  “The use of an augmented reality app via the phone for donation is superb. The creative mechanism of filling up the bag on the big out of home screen is simple and powerful.”
The NHS Blood and Transplant digital out of home campaign is amplified through online and social activity including a Canvas advert for Facebook, sponsored posts on Facebook, Instagram and Twitter and organic social activity.
NHS Blood and Transplant needs just under 200,000 people to start giving blood this year. They will replace those who, like Natasha, are no longer able to donate, those who can’t donate temporarily due to travel or other short term restrictions and also help ensure we have the right mix of blood groups to meet future patient needs.
There is a particular need to attract more younger donors (from 17 years old) and people from black and South Asian communities. People from black and South Asian communities are more likely to have rarer blood types and conditions, like Sickle Cell Disease or Thalassaemia respectively, which require regular blood transfusions.
Via: Outsmart