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International association for the measurement and evaluation of communication
Campaign title: Missing Type campaign
Company Name: BHS Blood and Transplant
NHS Blood and Transplant (NHSBT) is a Special Health Authority. It provides a wide range of services to the National Health Service that save and improve lives. The authority encourages people to donate organs, blood, stem cells and tissues and ensures that a safe and adequate supply of blood and blood components is delivered to hospitals across England and North Wales
A key objective of the NHSBT Missing Type campaign was to raise public awareness of the decline in donor numbers and to recruit 40,000 new donors in a month.
There was a particular focus on raising awareness and increasing the number of donors amongst young people and ethnic groups
NHSBT faces a challenge in recruiting new donors – there has been a 40% reduction in new donors coming forward in the last decade which has meant that those regularly donating tend to be older – half of current donors are over 45. This means that supply is struggling to meet demand. 200,000 new volunteers are needed each year to help meet patient needs. Ethnic groups are a particular challenge – Black, Asian and minority ethnic people (BAME) make up 14% of the eligible donor population but only 5% have given blood in the last year.
The campaign stimulated mainstream and social media activity by removing the letters representing the blood types ‘A’, ‘O’ and ‘B’ from recognizable names places and brands. Examples included the Odeon Leicester Square, Waterstones in Trafalgar Square and the street sign on Downing Street. In addition, NHSBT issued a series of press releases conveying hard hitting facts about blood donation and promoted a number of patient stories. Quotes from spokespeople were used to help convey the message that the number of donors had declined. In additional there were a number of specific events aimed at raising awareness among ethnic groups.
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