NHS Blood and Transplant Drop Letters from Everyday Signs to Encourage Donors

By: Erica Francis - Aug 19, 2016
References: nhsbt.nhs.uk & adsoftheworld
NHS Blood and Transplant released a new commercial for it's 'Missing Type' campaign that emphasizes the importance of all blood types. At first glance, one can't be sure what the advert is about. The scenes of identifiable and highly populated places, like Ethihad Stadium, Mile End tube station, Boots or Santander bank, are depicted in darkness and desolation with signs losing letters as the video pans on. The narrator makes sense of the commercial for viewers towards the end when he states, "Without As, Os and Bs we're nowhere. Help fill in the gaps. Save lives by registering as a new blood donor at a blood.co.uk."

The concept of the NHS Blood and Transplant ad shifts away from the regular format of using the human experience to highlight the need for blood. Instead, the government organization intrigues English citizens by showing how a lack of blood donations can impact everyday life in an abstract manner.