We create innovative, award-winning work for a diverse roster of clients, focusing on ideas not channels. We have a passionate desire to innovate, to push creative and business boundaries and to help our clients genuinely transform their businesses.
National Blood Week is the key date in the calendar for NHS Blood & Transplant (England & North Wales), especially as their latest statistics revealed the number of new donors coming forward had plummeted 40% in the past decade. The challenge was to recruit new donors, particularly from the 17-24 year old age group.
Based on the simple insight ‘Imagine a world without As, Os and Bs’ an Engine team of WCRS and MHP launched ‘Missing Type’. It was a week that saw the ‘O’ disappear from Downing Street; The Daily Mirror change its masthead; blanket national media coverage; and a social media movement created with many of the world’s biggest brands – including Google, Coca-Cola, Microsoft and McDonald’s – ripping up their logo guidelines to join in and amplify the call for new donors.
Most importantly ‘Missing Type’ delivered the result that matters: 30,000 new blood donor registrations over the course of the week – equivalent to over 100,000 lives saved or improved.
MHP collaborated with fashion photographer Nick...