#MissingType shows brands how to go viral

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  • August 23, 2016
Sophie Jackson

Sophie Jackson

Digital PR Strategist

Around this time last year we wrote about NHS Blood and Transplant campaign #missingtype and how much we loved it. Well, they’ve done it again – and they’ve gone global.

You may have noticed this week that brands have been missing their Bs, Os and As. It’s all to build awareness and encourage people to give blood. Blood types A, O and B are disappearing all over the world – in the last decade the amount of blood being donated has decreased by 30% and the #missingtype campaign is trying to increase the amount of people donating.

Here at Branded3 we decided to get involved in the campaign not only by changing our logo to take out the letters, but by also encouraging staff to go and give blood.

“The #missingtype campaign is a fantastic example of how the power of social media can be utilised to make significant changes for causes that really matter. As a digital agency we wanted to show our support both online, in removing the letters from our logo, but also offline, where all staff have been offered the opportunity to leave work early to go and donate blood at their local blood bank. It’s a great campaign and we’re pleased that Branded3 are able to do their bit to help make a difference. ” Tim Grice, CEO.

So how has this campaign become so successful?

To start with, the campaign is for a well-known, respected cause, so that’s obviously a good start. But apart from that, there are great partners involved, including Etihad Stadium, Boots, Warburtons and London Underground just to kick start the campaign, and many other brands joined in after the campaign launched.

Having this variety of brands involved allowed NHS Blood and Transplant to target all different audiences and get different people to see their campaign naturally, as well as doing paid social promotion. Social media is now a key thing in any campaign, especially campaigns that are aiming to get viral status, and having a well-placed hashtag is crucial.

People and brands don’t have to put in a lot of effort to be able to get involved – they just have to take out a few letters from their name or logo and use the hashtag on social media. The simplicity is likely to be one of the reasons why this campaign has gone viral.

Over the past week, ‘missing type’ has been mentioned over 35,000 times on Twitter. Related topics are ‘give blood today’ and ‘new blood donors’, so we’re sure there will be an increase in people donating blood over the next week or so.

After seeing the impact that this campaign has had for a good cause, we decided to look into another awareness campaign that has gone viral this year.


This campaign has recently gone viral and it’s all over my Facebook – and probably yours – at the moment.

It’s estimated that 22 former service men and women in the US commit suicide every day as a result of mental health problems associated with their time in the military, and this campaign aims to make people aware of the issues.

#22PushUps was started in the military and has since spread across social media.  Website  #22KILL, which is a global movement to bridge the gap between veterans and civilians to build up a community of support, have shown their support for the campaign, and are attempting to count the number of push ups done to reach a target of 22 million – currently they’ve counted 7.8 million.

The longevity of the campaign remains to be seen but from the achievements of ALS Ice Bucket challenge, people have high hopes for #22PushUps success. The campaign is being supported by numerous celebrities, including The Rock, Rio Ferdinand and Chris Pratt.

The success of viral charity campaigns has been ever growing in the past couple of years. We last featured a blog post on viral charity campaigns back in 2014 and they’ve become more popular year after year – and we’re sure we’ll be seeing a lot more of them in the coming months!

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