Linking blood-type letters A, O and B to the missing letters campaign attracted more than its fair share of attention and a flood of new blood donors in this refreshed recruitment drive. The simple missing type idea clearly delivered the desired message in England and translated easily to prove effective in another 21 participating countries. Celebrities, sports stars and major brands were happy to sign up to the cause by dropping letters from their names to draw attention to the lifesaving message. The campaign did exactly what it was designed to, reaching a potential audience of hundreds of millions through social, online and traditional media. More than 25,000 new blood donors registered in England, matched by massive increases in other countries such as 566% year on year in Belgium and 460% in Ireland.