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Missing type Summary

During National Blood Week 2015 NHS Blood and Transplant launched a campaign to encourage those who have never donated blood before to sign up as donors.  

The campaign aimed to:

  • reverse a trend in the decline of new blood donors over the last decade
  • contribute to the 204,000 people we need to attend a donation session for the first time to give blood in 2015 to replace people who can’t donate anymore, to make sure we have the right mix of blood groups


You won’t miss it when you give it; but patients could miss it if you don’t. Do something amazing and save or improve up to three lives by giving blood.

Watch our video: Missing Type campaign video on YouTube


We asked brands, organisations and influencers to remove A, O and B (the letters that make up the blood groups) from their websites, Twitter names and signage without explaining why. 

It was then revealed that the letters had mysteriously gone missing to highlight the need for new donors.

The campaign generated a huge amount of media coverage. 

Activity took place in national print, online and broadcast media, resulting in:

  • total pieces of coverage: 689
  • total reach: 347, 619, 784

The campaign was also strongly supported on social media: 

  • 60 influencers showed their support on Twitter
  • 1,000 brands showed support on Twitter
  • 26,121 uses of #NationalBloodWeek and #MissingType across Twitter 
  • 66% increase in Instagram fans in less than a week
  • 1,700 image likes on the Instagram profile 
  • 478,480 people engaged with the campaign on Facebook 


Thanks to the huge support from our companies, influencers, charities and blood donors the campaign was a huge success, with over 30,000 people registering to donate.

We would like to pay particular thanks to the NHS Trusts who backed the campaign, Trinity Mirror and Metro,O2, Waterstones, Odeon, NOW TV, Not On The High Street, Green & Blacks, Nandos, Downing Street, British Gas, Red Driving School, Santander and Game.