ABC has joined more than 24 blood services across 22 countries for an incredible global event, the “Missing Type Campaign.” Through this international collaboration, ABC members have the opportunity to unite globally to build the largest donor recruitment and awareness campaign ever! A role exists for both ABC and its member blood centers in the Missing Type Campaign. ABC’s portion of this initiative involves contacting large national or international sponsors and iconic settings (e.g. think Route 66). Member blood centers should begin preparing now for the week of August 15-21 by asking your local corporate brands, organizations, and community influencers to remove the letters “A,” “B,” and “O” from their websites, social media logos, and signage without explanation beginning August 15th. The media will reveal that the mysterious removal of the aforementioned letters represents the need for new blood donors.
The big sell of this program is that it costs virtually nothing for your sponsors to participate, while providing free publicity and visibility for a great cause. Sponsors can participate in any way that they wish such as removing the letters on their website banner or posting photos of employees wearing company t-shirts with the missing letters on Instagram, as we don’t want to limit the boundaries of your imagination! Don’t forget that small acts can have a big impact. A brief video explaining the program is available here, along with a resource page for members of ABC that are interested in participating. This same campaign in Great Britain generated a large amount of media coverage last year resulting in 689 press pieces with a total reach of 347,619,784 people. Ultimately more than 1,000 brands showed support for the campaign via Twitter. This activity took place in national print, online, and broadcast media, resulting in more than 30,000 people registering to donate during that week!!
What can you do that will be truly amazing? Start by:
- Sharing the names and contacts that you may have with national or international firms with ABC;
- Reaching out to blood center supporters in your community and seeking their participation
Great Britain had more than 1,000 companies participate as the program went viral in one week. Let’s work together to exceed that in North America!
Christine Zambricki, DNAP, CRNA, FAAN, Chief Executive Officer