Creativity

Why Are Letters Disappearing From Brand Names All Over the World Today?

'Missing Type' Campaign for Blood Donation Has Gone Global

By Alexandra Jardine. Published on Aug 17, 2016

Editor's Pick

Last year, a campaign for NHS Blood and Transplant took letters out of iconic signs and road names across the U.K. in order to highlight the need for blood donations of O, A and B-type blood.

The #MissingType campaign, by Engine, was successful, and also garnered several awards, winning among others a gold Health and Wellness Lion and a bronze Cyber Lion at Cannes. It's now being rolled out internationally, in a new campaign that brings together 25 blood services from around the world, spanning 21 countries. The U.S., Australia, Singapore, Canada, South Africa and Ireland are among those taking part.

The campaign encourages on major companies and brands to leave the letters O, A and B out of their names, and so far those participating by tweeting images of their brand names with the letters missing include Microsoft, Marmite, Aldi, Google and Tesco.

Iconic world landmarks, like the Sydney Opera House and Toronto's city sign, are also taking part. Ordinary people are also being encouraged to drop the letters A, B and O from their names on Twitter, Facebook and Instagram in order to support the cause.

The campaign, which highlights an almost 30% international drop in blood donation worldwide, is a collaboration between various different Engine agencies, including creative agency WCRS, production company Trailer Park and PR arm MHP.

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About

Credits

Date
Aug 17, 2016
Agency:
Engine
Client:
Jon Latham
Client:
NHS Blood and Transplant
Agency:
WCRS
Client:
Nadine Eaton
Agency:
Trailer Park
Agency Producer:
Chantelle Bloom
Account Handling:
Richard Clarke
Agency:
MHP London
Account Handling:
Aimhirin Brock
Account Handling:
Annie Gallimore
Account Handling:
Gemma Irvine
Creative Director:
Jules Chalkley
Creative:
Tom Dixon
Creative:
Jo Griffin
Director:
Luke Jacobs
Production Company:
Trailer Park
Production Company Producer:
Kristina Neckel
Post Production:
Absolute Post
Animation:
Absolute Post
Editor:
Shaun Dyos
Sound Design:
Munzie Thind
Sound Design:
GCRS
Music:
MassiveMusic

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