Missing Types

Every summer, blood donations drop. And suddenly, the A, B, and O blood types hospitals rely on start disappearing from shelves. For the American Red Cross, we made that invisible crisis visible.

American Red Cross partnered with iconic brands to temporarily remove the letters A, B, and O from their logos, websites, social feeds, and communications, turning the absence of three simple letters into a powerful reminder of what goes missing when blood donations fall short. Supported by TV, print, and radio, the campaign moved from awareness to action, motivating more than 320,000 new and returning donors to help bring A, B, and O back where they belong.