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CHALLENGE: "It's only noticed when it's missing!" The nationwide #MissingType campaign by the Red Cross Blood Donation Services aims to raise awareness of the need for blood donation in the population and to encourage active blood donation.

Social Media


Since 15,000 blood donations are required every day in Germany and the demographic change makes it more and more difficult to acquire new donors, a solution to the problem must be found. A simple idea with a big impact emerges!

To represent the blood groups, over 400 companies, clubs and athletes remove the letters A, B, 0 in their names around World Blood Donor Day on June 14th, 2022, because "it's only noticed when it's missing".

Together with the blood donation services, we acquire Vanessa Mai and Leon Goretzka as ambassadors for the campaign. Well-known athletes, celebrities, clubs, companies as well as associations and events from our network accompany the campaign via their social media channels. The #MissingType campaign is published on our partners' far-reaching social media channels. In addition, we produce a commercial together with Monacoframe, place it in the TV landscape and thus ensure even more attention.


Active and former footballers: Leon Goretzka, Jan-Fiete Arp, Lothar Matthäus, Sami Khedira, Robin Koch, Grischa Prömel, Matthias Ginter, Luca Netz, Kingsley Schindler, Nicolai Rapp, Melanie Leupolz, David Alaba

Athletes: Maria Höfl-Riesch, Dominik Klein, Benedikt Mayr, Gela Allmann, Elli Bräumann, Sofia Wiedenroth, Nina Hoffmann, Sebastian Steudtner, Lukas Dauser, Simon Zachenhuber, Vinzenz Geiger, Leonie Ebert, Juliane Seyfarth

Actors, artists and presenters: Daniel Christensen, Hannes Ringlstetter, Vanessa Mai, Isabella Franke, Tohru Nakamura

Clubs: FC Augsburg, SpVgg Greuther Fürth, TSV 1860 München, Borussia Dortmund, TSG 1899 Hoffenheim, Borussia Mönchengladbach, FC Ingolstadt, Würzburger Kickers, FC Bayern Campus, FC Schalke 04, Brose Baskets, EHC Red Bull München, Ice Tigers Nürnberg, …

Organisations and companies: Bob- und Schlittenverband Deutschland, Vierschanzentournee, DSV Alpin, DSV Biathlon, DSV Nordisch, Tourismusverband Oberstdorf, Strawanza, Visit Bayern, Deutscher Fußball-Bund, Pizza Hut, Garmin, Ruff’s Burger, Cotidiano, DAZN, SPOX, FUMS, Joyn, Die Bayerische, RTL, Topps Deutschland, Sport 1


  • Social media (Instagram, Instagram Stories, Facebook, Twitter, LinkedIn)
  • TV
  • Print
  • Campaign website (missingtype.de)


  • Proven positive effect on the number of blood donations
  • Almost 160 million social media contacts, over 100 partners and more than 250 postings
  • Press releases via the channels of the blood donation services
  • Nationwide media coverage of the campaign (including Bild, Sport1, Sky Sport, Focus, Ran)
  • Playout of the commercial on the TV channels

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