Missing Type - NHS Blood and Transplant - UK

Missing Type
In the past decade there has been a 40% decrease in blood donors.
 
To visualise the problem the NHS convinced over 1000 major organisations and retailers to remove the missing blood type letters from their logos. 
 
On social media their consumers were also encouraged to remove the letters A, O and B from their names.
 
The campaign reached a social media audience of 178 million.
 
30,000 registered to donate in 10 days saving the lives of up to 100,000 people.