American Red Cross Gets Media Outlets Like the Dodo to Change Their Logos for World Donor Day

OMD helps to highlight lack of blood donations

Typically, media agencies try to get their media partners to drop their advertising prices. In a new spin on its ongoing campaign “Missing Types” for the American Red Cross, OMD got them to drop letters from their logos.

In honor of World Blood Donor Day, OMD and the American Red Cross decided to highlight an alarming lack of blood donations across the world by getting 26 media outlets, including The Dodo (Group Nine), Fox Sports and AOL (OATH), to either drop the As, Bs or Os from their logos (the blood types missing from hospital shelves) or reimagine them in red.

The Dodo, for example, dropped the Os from its digital logo this week. When users land on its webpage, the Os slowly fade away.

AOL maintained a red logo with a drop of blood in its O. Fox Sports talent on two of its talk shows, Undisputed and Speak For Yourself, dropped the As, Bs and Os from their names.

OMD also reimagined its own logo in shades of red, which will remain that way through July 3. BBDO did the creative for the campaign.

According to the American Red Cross, someone in the U.S. is in need of blood every two seconds, yet only 3 percent of Americans actually donate each year.

“Engagement from new blood donors has declined steadily for most of the past decade,” the organization said in a statement.

The American Red Cross tapped OMD to work on the “Missing Types” campaign, which launched in the U.K. in 2016, in April. That collaboration led to the Omnicom network being named the organization’s U.S. media agency for enterprise level strategy at the end of May.

OMD declined to name its other media partners involved in the campaign but said they include networks, platforms and publishers.


@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
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