NHS Missing Type
Campaign · 2015 · Niche
Missing letters in familiar names helped a campaign register 30,620 blood donors.
Spread Score
How it worksNumbers
- Donor registrations
- 30.6K
- England & North Wales · Jun 5–14, 2015 · Self-reported · NHS Blood and Transplant
- Seed to milestone
- 2 days
- Jun 3 ’15 to Jun 5 ’15
- Platforms
- 2
- Started on Open web
- Origin
- Seeded
- Health & fitness
Mechanics
How it spread
Trace the originNHS Blood and Transplant and Engine recruited partners to remove blood-group letters from familiar names. A staged reveal, press coverage and social participation directed people to registration; the NHS reported 30,620 sign-ups over ten days.
Documented milestone; not a measured attention peak.
6 more events on this chart
Join free to see themTimeline (9)
June 2015
Campaign organizer seed · Jun 3 ’15
Partner signs lost A, B and O during a two-day teaser, with images seeded on social channels.[1]
Campaign magazine / Engine platform jump · Jun 4 ’15
Campaign changed its masthead during the teaser to reach brand decision makers, according to Engine.[1]
Campaign organizer owner response · Jun 5 ’15
NHS Blood and Transplant revealed the blood-donor recruitment campaign.[1]
Spread the same way
New cases, every week
How the next thing spread, the week it does.