World brands miss letters to enhance blood donation
During National Blood Week 2015 NHS Blood and Transplant launched a campaign to encourage those who have never donated blood before to sign up as donors, reports the portal Pravmir.
Brands, organisations and influencers are asked to remove A, O and B (the letters that make up the blood groups) from their websites, Twitter names and signage without explaining why. It was then revealed that the letters had mysteriously gone missing to highlight the need for new donors.
The campaign is aimed to reverse a trend in the decline of new blood donors over the last decade. The message of it is the following: you won’t miss it when you give it; but patients could miss it if you don’t. Do something amazing and save or improve up to three lives by giving blood.
The campaign generated a huge amount of media coverage. Activity took place in national print, online and broadcast media. The campaign was also strongly supported on social media Twitter and Facebook.
Thanks to the huge support from companies, influencers, charities and blood donors the campaign was a huge success, with over 30,000 people registering to donate.
