Missing Type

Over the last 10 years there’s been a staggering 40% drop in blood donor registrations, putting thousands of lives at risk. To draw attention to the fact that we’re urgently missing blood types A, B and O, we decided to visualise the issue. So we made the letters disappear from society. Publications, institutions, brands and celebrities created a powerful call to action by getting involved, triggering an unprecedented social media movement. Most importantly, over 30,000 new donors registered in 10 days, saving or improving up to 100,000 lives.