To highlight a ten-year fall in the number of blood donors in England and Wales, Missing Type saw the letters of the blood groups A, O and B removed out of circulation from signs, logos and content. The simplicity of the idea was that anyone, from household name brands (including Google, Coca-Cola and McDonalds), businesses, organisations and Premier League sports teams, through to individuals could join the movement - and they did in their tens thousands.

The Daily Mirror changed its print edition masthead for the first time in its history. Even the government joined the movement by removing the ‘o’ from the Downing Street sign.

The result saw a record 800% rise in blood donor registrations. The simplicity and effectiveness of the idea meant that it was activated the following year as Missing Type International in a further 25 nations simultaneously, including the USA, Germany, Canada, Australia, Brazil and South Korea.

Winner of multiple Cannes Lions, including Gold in Health and Bronze in Creative Excellence, D&AD Pencils, The Drum Marketing Grand Prix, The Paul Arden Award for Innovation at the Campaign BIG Awards, PR Week and PRCA Campaign of the Year, Missing Type was voted Campaign of the Decade by the readers of PR Week in 2019.