Getting people to give blood is a challenge. Asking is hard enough, but actually getting people to do it, frankly is quite a challenge. In 2014, statistics revealed that blood donations in England and North Wales were down 40% from the previous decade. National Health Service (NHS) Blood and Transplant knew it needed to do something to reverse this trend. Enter the ” Missing Type” campaign. A team from creative agency WCRS and PR firm MHP collaborated to create a disruptive campaign to trigger conversation and initiate behavior change. This was about creating new donor registrations, not simply “raising awareness”.