The hugely successful Missing Type campaign, which has seen numerous major brands temporarily removing letters from their names to raise awareness for the need for blood donation, has returned for a second year.

Missing Type campaign 1(Image credit: Microsoft)

Last summer, a number of brands including Waterstones, Odeon and Green & Black’s temporarily removed the letters A, B and O from their identities as part of an NHS campaign created by Engine. The purpose of the campaign was to boost blood donation by highlighting the three blood types (A, B and O) required by the NHS to save thousands of lives every year. The campaign proved hugely successful, winning multiple awards including a coveted Gold medal at the Cannes Lions.

Missing Type campaign 2(Image credit: Green & Black’s)

The campaign has returned this year, with a raft of new high profile brands including Paddy Power, Microsoft and Royal Mail getting on board. It is once again proving a success, generating a huge amount of media coverage and discussion on social channels.

There has, however, been some discussion as to whether something new could have been attempted with this year’s iteration of the Missing Type campaign. The concept is undoubtedly brilliant, and some might say ‘if it ain’t broke, don’t fix it’, but I for one had been looking forward to seeing how the concept could have been adapted and evolved further.