MHP Communications to launch global Missing Type blood donation campaign

MHP Communications is once again partnering with NHS Blood and Transplant to relaunch Missing Type, a campaign aimed at raising awareness of the need for blood donations.

Missing Type first ran last year and sees participating brands and individuals removing the As, Bs and Os from their names, representing the different blood types. The integrated campaign won a prize at Cannes and has been shortlisted for four PRWeek UK Awards.

With the number of first-time donors worldwide having dropped by more than one-quarter between 2005 and 2015, the organisers are launching the campaign again this year, with the 2016 edition going global.

A promotional advert has been produced by Trailer Park and the creative agency WCRS, another subsidiary of MHP Communications' parent company Engine Group. Other participating agencies include TwentySix for Digital, 23red for partnerships, and Mediacom and Carat for media.

MHP will lead the campaign, with planned activities including a media relations push, work on social media using the #MissingType hashtag and the introduction of a special postmark by Royal Mail.

Jon Latham, assistant director for marketing and donor services at NHS Blood and Transplant, said: "All of the services worked together to agree when to run the campaign and felt August worked well to draw attention to the need for new donors around the world."

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