How the NHS overcame allegations of racism to drive black blood donors

Getting people to donate blood is not an easy task. NHS Blood and Transplant did a great job at raising awareness through its ‘Missing Type’ campaign, which saw the organisation remove the A, O and B from well-known brands to highlight the need for these blood types back in 2016. But when narrowing the search down to a rare blood type most common in one particular community the issue of reaching the right audience is magnified.
That was the challenge for NHS Blood and Transplan