# NHS Missing Type

> Missing letters in familiar names helped a campaign register 30,620 blood donors.

- Owner: NHS Blood and Transplant / Engine
- Kind: Campaign
- Sector: Health & fitness
- Seed date: 2015-06-03
- Milestone date: 2015-06-05
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 0 (Niche, provisional), v1.2
- Mechanics: Mystery & lore, Platform jump

## Summary

NHS 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.

## Timeline

- 2015-06-03 — Campaign organizer (Open web) — Partner signs lost A, B and O during a two-day teaser, with images seeded on social channels.
- 2015-06-04 — Campaign magazine / Engine (Press) — Campaign changed its masthead during the teaser to reach brand decision makers, according to Engine.
- 2015-06-05 — Campaign organizer (Open web) — NHS Blood and Transplant revealed the blood-donor recruitment campaign.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/nhs-missing-type

Cite as: How It Spread (2026). “NHS Missing Type.” Case HIS-01095. Spread Score v1.2: 0/100. Updated 2026-10-17. https://howitspread.com/id/HIS-01095