NHS needed to ignite a movement to inspire new blood donors. Our Insights division found that people rarely know their blood type. Our Content division wondered ‘what would happen if that type went missing?’. The result: The Missing Type campaign. We partnered with the world’s biggest brands—from Google and Coca-Cola to Microsoft and McDonalds. We depicted a world of “missing type,” in which blood group letters A, B, and O mysteriously disappear from familiar signs and logos. The campaign was featured in Huffington Post, Yahoo, The Independent, BuzzFeed and more. It generated a social audience of 178MM and reached a total of 2 billion+ users. In just 2 days, Give Blood website visits increased by 1000%. And in just 10 days, 30k+ new people had registered to donate.