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Missing Type

Award: Wood Pencil

Wood Pencil / Integrated & Innovative Media / Earned Media - Large Business (over 500 employees) / 2016

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.

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