MHP Communications and Engine’s ‘Missing Type’ campaign for NHS Blood and Transplant saw a record 30,000 people register as new blood donors in its first 10 days.
The challenge was to stem the decline in blood donors and recruit new ones, particularly among young adults, and the campaign’s powerful premise was to take the letters of the blood groups A, O and B out of circulation to amplify this need.
During launch week, the ‘o’ was removed from Downing Street while 1,000 brands and organisations including Google, Coca-Cola and McDonald’s allowed their brands to be amended to show their support.
Judges’ comment
Such an exemplary campaign – faultless
Highly Commended
Pregnancy and Maternity Rights – Equality and Human Rights Commission (EHRC)
Finalists
The Power to Switch – Department for Business, Energy and Industrial Strategy (BEIS) for HM Government
Protecting Consumers at Christmas – Grayling for National Trading Standards (NTS)
Exercise Unified Response – London Fire Brigade
