Missing Type International

MHP - ENGINE / NHS Blood & Transplant


After the success of Missing Type, MHP-ENGINE and NHSBT created the first-ever integrated, global blood donor registration drive with a bigger, bolder adaptatiion. Missing Type International brought together 23 national blood organisations and was activated with a domino effect across the time zones, staring with New Zealand and ending with the USA. Again blood group letters A, B and O disappeared from signs, media, buildings, brands and landmarks such as Sydney Opera House, Table Mountain and Times Square. It created a global social media movement, over 3,100 pieces of coverage and record spikes in donor registrations in many participating nations.

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