PRWeek UK Awards Winners 2016: Campaign of the Year - Sectors (Gold Award)

There was only ever going to be one winner of this one: Missing Type, by MHP Communications/Engine for NHS Blood and Transplant. The award is sponsored by 4mediarelations.

This campaign has won so many plaudits that it is little wonder it was chosen as a Gold Award winner this year.

With the number of new blood donor registrations plummeting 40 per cent in the past decade, NHS Blood and Transplant’s challenge was to recruit more, particularly among young adults.

To help the service achieve this, 1,000 organisations and companies agreed to remove the letters A, O and B from their signage and branding to highlight the ‘missing types’ of donated blood groups.

Highlights included the ‘o’ disappearing from the Downing Street sign. Other participants included Google, Coca-Cola, McDonald’s, O2 and The Church of England.

Meanwhile, people were encouraged to show support for the campaign by removing the letters from their names on their social-media accounts.

A record 30,000 people registered as new blood donors in the first 10 days of the campaign alone, which was estimated to contribute to 100,000 lives being saved or improved. ‘Missing Type’ won a Health & Wellness Lion at the Cannes Festival this year and, in August, it was relaunched by blood services across 21 countries – demonstrating the strength of the idea and the power of its execution.

Judges' comment

A brilliant all-round campaign

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