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.

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