NHS ‘Missing Type’ campaign boosts blood donors

Author: CIMCOM

Around 25% of people may need blood at some time during their life. National Health Service Blood and Transplant collects 1.7 million units of blood each year from over 23,000 blood donation sessions to meet demand.

But in 2014/15 less people had attended a donation session compared to a decade before. The organisation needed to raise awareness and increase the number of registered donors to maintain blood stock at safe levels. Its campaign to increase donors focused on the gap in supply and took a collaborative approach, working alongside major brands.

Where did A, B and O go?

NHS Blood and Transplant developed the ‘Missing Type’ campaign timed around National Blood Week in June. The central concept was that if blood types ‘A’, ‘B’ and ‘O’ go missing through a lack of donors, there won’t be enough blood when patients need it. This was communicated by removing these letters from well known signs and brands.

During the campaign teaser phase, the Downing Street sign lost its O, Waterstones lost the A and O from its Trafalgar Square store, Odeon dimmed the Os at its flagship Leicester Square cinema and Green and Black’s Organic momentarily altered the look of its Blood Orange bar. Celebrities such as Jamie Oliver played their part too.

Many other retailers and brands got on board including O2, NOW TV, Not On The High Street, Nando’s, British Gas, Santander, GAME, Heathrow and Aunt Bessie’s. They removed the letters A, O and B from their names to highlight the issue of the gap in blood supply. Once you were in the know it was easy for anyone to join in and remove letters to share the message.

What’s your blood type?

Research conducted by Populus in May 2015 revealed that adults are more likely to know the lyrics of Queen’s ‘Bohemian Rhapsody’ than their own blood type.

1. 51% can recall the words of Bohemian Rhapsody.
2. 48% know their bank account sort code.
3. 46% of English adults surveyed know their blood type, made from the letters A, O or B.
4. 43% are sure of their partner’s favourite sauce with chips.
5. 41% know the identity of Luke Skywalker’s father.

Only four per cent of the eligible population are active blood donors. When people give blood this is often when they discover their own blood type.

Although it’s not necessary to know your blood type before giving blood, NHS Blood and Transplant held a number of ‘Know Your Group’ events around the country. These events give people the chance to find out their likely blood group through a simple on the spot sample, as well as an opportunity to find out more about blood donation and to sign up to donate.

Did the campaign make an impact?

With brand collaboration, the ability for everyone to participate and social media buzz the ‘Missing type’ campaign had a significant impact.

1. 30,600 people registered as donors during the 10-day campaign. This was a 20,000 increase on the previous year.
2. 18,114 (or 59%) of those registering were 17-34 years old.
3. 1,000 multinational, national and SME brands publicly showed their support. They altered their logos, websites, Facebook or Twitter pages to back ‘Missing Type’.
4. 147 million audience reached on social media due to these organisations’ support.

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