Blood donor sign-ups double in week of revamped #MissingType campaign

13,000 people in England registered to give blood in the first six days of the second iteration of Missing Type, the NHS Blood and Transplant campaign run by Engine Group - more than double the number registering the week before.

The #MissingType campaign features famous words that miss out the letters of blood groups
The #MissingType campaign features famous words that miss out the letters of blood groups

On Tuesday last week (16 August), the integrated campaign was revived having initially run last year, winning plaudits both in and beyond the PR industry.

The campaign again uses the concept of encouraging organisations and individuals encouraged to remove the As, Os and Bs – the letters that make up blood types – from their name to highlight the recent global drop in blood donors, and was led by Engine Group PR agency MHP Communications, alongside NHSBT's in-house team. This year, it has been rolled out across 21 countries, having only run in England and Wales in 2015.

Between Tuesday, 16 August and 9am yesterday (Monday, 22 August), 13,000 people in England signed up as donors with NHSBT. In the seven days 9-15 August, 6,127 people signed up.

Last year in England 900,000 people gave blood at least once, and 154,000 were first-time donors, according to MHP.

There were more than 54,000 mentions of #MissingType globally in seven days on Twitter, MHP said, and more than a thousand brands and organisations, including Google, Royal Australian Navy, Innocent Smoothies, Tesco and Toronto Police gave their support. 

MHP said it was too early to provide information on which strands of campaign activity were the most successful at driving sign-ups. A spokeswoman for the agency also said that global donor registration figures would be provided next month.

Last year's #MissingType campaign is one of the nominees at the PRWeek UK Awards 2015.

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