2017

Missing Type -NHS Blood and Transplant, UK

Over the last 10 years, there’s been a staggering 40% drop in blood donor registrations, putting thousands lives at risks. To draw attention to the fact that NHS Blood & transplant were urgently missing blood types A, B & O, they decided to visualise the issue by making the letters disappear from society. Publications, institutions, brands and celebrities created a powerful call to action by getting involved, triggering an unprecedented social media movement. Most importantly, over 30,000 new donors registered in 10 days, saving or improving up to 100,000 lives.

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Missing Type -NHS Blood and Transplant, UK