Skip main navigation

New offer! Get 30% off one whole year of Unlimited learning. Subscribe for just £249.99 £174.99. New subscribers only. T&Cs apply

Find out more

Case study: NHS Blood and Transport

Video demonstrates the impact of the #missingtype campaign by the NHS.

This innovative awareness campaign, originally conceived by Engine for NHS Blood and Transplant in 2015 deservedly won gold at that year’s DMA Awards. The campaign’s aim was to spread a public health message which would combat the 40% decline in blood donations in the UK.

The core idea was simple: show the lack of blood donations and the desperate need for them, by removing the blood-type letters O, A and B from iconic, recognisable, locations.

At its most basic, it’s a head-turner that quickly becomes a head-scratcher when seen out of context. Wherever you see these edited road signs, shop signs or food packaging you’ve essentially witnessed a teaser campaign.

This ‘tease’ tactic was quickly followed up by more explicitly branded, message-driven content in above and below-the-line media to reveal and reinforce what the whole campaign was about – the need for blood donors.

Join the discussion

What are your observations and feelings about the NHS campaign? Do you think it was innovative? Creative? Or do you think it was manipulative? Write your comments below and be sure to give reasons for your answers.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

This article is from the free online

Understanding Social Media Strategy

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now