Missing Types Movement

In 2019, only 3% of people in the United States were registered blood donors. In an effort to draw attention to the unmet need for donations and increase participation in blood drives, the Red Cross created the Missing Types Movement. The campaign’s approach was simple – for three weeks in June, the Red Cross asked iconic brands, celebrities, and influencers to drop the letters A, B, and O from their logos and messaging on public platforms. The absence of these letters, which correspond with the main blood groups, brought attention to the lack of donations. Targeted messaging then worked to promote upcoming blood drives and encourage members of the public to participate in the upcoming events. A campaign landing page was also developed to act as a resource hub for the general public. The site housed a zip code search function that helped individuals find information on nearby blood drives, walked participants through three easy steps to help save a life, and provided an e-book guide for new donors that was designed to answer frequently asked questions and debunk misconceptions. Additionally, the landing page displayed a collection of stories and thankyous written by blood donor recipients. During the campaign, nearly 300,000 individuals signed up to donate blood, with over 40,000 of those identifying as new blood donors – an eight percent increase above typical donor registration levels.

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McKenzie-Mohr & Associates

Expertise in Community-Based Social Marketing