People rarely think about their blood type – most of us don’t even know it. But if that ‘type’ were to go missing in everyday life, people would start to pay closer attention to the need for blood.
As part of National Blood Week (June 8th-14th), brands, retailers and media are showing their support by removing the letters A, O and B (the letters that make up the main blood groups) from logos and mastheads.
The ‘Missing Type’ campaign, created by Engine, is to drive awareness of the lack of people giving blood in recent years. 40% fewer new blood donors came forward across England and North Wales to give blood last year compared to a decade ago, which could prove to be a catastrophe if this trend continues.
Waterstones’ Trafalgar Square shop has lost its A and O, Odeon dimmed the Os at its flagship cinema in Leicester Square and Green & Blacks Organic also removed the As, Os and Bs from the Blood Orange chocolate bar. Campaign and The Daily Mirror both went to press without their As and Os and even the Downing Street sign has lost its O.
Socially, the public will be asked to help spread the word by dropping letters from profiles or posting images of people supporting blood donation while removing the As, Os and Bs of their names. All communication will be using the hashtag #MissingType.
As, Os, Bs oh my! With your help we’ll continue saving patients’ lives. Do something amazing #missingtype pic.twitter.com/zDiK2LEFOK
— Give l dNHS (@GiveBloodNHS) June 5, 2015
The activity will be backed up with PR, targeted TV, radio, print and digital media with case studies, research and local support highlighted for the campaign. This part of the campaign will address myths and scare stories of blood donation.
People who want to donate can go to www.blood.co.uk to find out if they are eligible
and book an appointment.