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Dropping A, B And O For Global Blood Donation Campaign
Dropping A, B And O For Global Blood Donation Campaign

Dropping A, B And O For Global Blood Donation Campaign (20 Photos)


Thank you for making National Blood Week #MissingType a huge success! With your help we will continue to save and improve lives.

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

Brands Are Dropping A, B And O From Their Logos For Global Blood Donation Campaign

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