For National Blood Week this year, NHS Blood and Transplant launched a donation initiative to highlight the lack of blood donors and the high demand for donations to save lives. Although the campaign is being launched in major destinations across 22 countries, it might not be so easy to spot at first—the unusual campaign involves the removal of the letters "A," "B" and "O" from signage in order to show that there's #MissingType. Signage appears illegible and jumbled, definitely creating something for people to stop and stare at.
The inventive blood donation campaign is taking off with support from Transport for London, as well as brands like Microsoft and Claire’s Accessories. In the 10 days that followed the #MissingType campaign launch, a record 30,000 new donors had signed up to donate blood.
What's Driving This Trend
- Blood Donation Awareness
- The Disappearing Alphabet campaign highlights the need for more blood donors and presents an opportunity for disruptive awareness creation in the blood donation industry.
- Unconventional Marketing
- The #MissingType campaign's unconventional marketing approach presents opportunities for disruptive marketing strategies in promotional and advertising industries.
- Innovative Messaging
- Using incomplete texts to convey a message presents an opportunity for companies to adopt disruptive messaging in communication-related industries.
Who This Affects Most
- Healthcare
- There is an opportunity for disruptive innovation in the blood donation industry to raise awareness and increase donations.
- Advertising
- The Disappearing Alphabet campaign presents an opportunity for disrupting traditional marketing and advertising strategies.
- Communication
- Using the unconventional #MissingType messaging presents opportunities for disruptive communication strategies and innovation in the communication industry.
