Brands drop letters A, B and O from signs in brilliant call for blood donors
The letters A, B and O can make a world of difference, and a new campaign is out to prove it.
NHS Blood and Transplant and London-based PR agency Engine Group have launched the #MissingType campaign, in which the three letters that signify blood types are disappearing from familiar landmarks and brands. The goal is to encourage more people to donate blood around the globe.
Notable companies, such as Microsoft, Tesco and Google, as well as iconic world landmarks, like Canada's "Toronto" sign and the Netherlands' "I amsterdam" sign, have all dropped the letters A, B and O for the next week to spread awareness.
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The campaign, which runs Aug. 16 through Aug. 21, spans 21 countries and brings together 25 blood services from around the world. Participating countries include the United States, Australia, Singapore, Canada, South Africa and Ireland.
"Without As, Os and Bs, we are nowhere," promotions for the campaign proclaim. "Help fill in the gaps."
The launch marks the second time NHS Blood and Transplant has run the #MissingType campaign, but this is the first time it has gone global. Yet, even with international encouragement, most of the campaign's participation appears to be coming from UK-based branches of corporations and organizations.
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The campaign's global scope highlights a staggering statistic: Blood donations around the world have seen close to a 30 percent drop over the past decade.
According to the World Health Organization, only about 33 in every 1,000 people in high-income countries donate blood. In middle-income countries, that number drops to about 12 in every 1,000. The donation rate is even lower in low-income countries, where only about 5 in every 1,000 people donate blood.
There's been close to a 30 percent drop in blood donation internationally over the past decade.
About 74 countries collect more than 90 percent of their blood supply from voluntary unpaid blood donors.
The call for increased donations comes at a time when blood donor eligibility restrictions are under high scrutiny around the world. Some have blamed a lack of donors on the rise of tattooing and international travel, which can defer a donor up to one year in the U.S.
The campaign also comes at a time when men who have sex with men are protesting regulations in many regions around the world that actively prevent them from donating blood due to same-sex sexual contact.
Social media users can follow the campaign with the hashtag #MissingType across all social platforms. NHS Blood and Transplant is also encouraging participation from individuals, asking supporters to drop the letters A, B and O from their names on Twitter, Facebook and Instagram.
To learn how to donate blood, visit here for UK locations, here for U.S. locations and here for information on donating internationally.
Topics Social Good
Katie Dupere was a Social Good reporter at Mashable from May 2015 to July 2017, covering activism, identities and social impact. Prior to her work with Mashable, Katie penned pieces about queerness, body positivity, sex and relationships for Gurl. She also previously contributed LGBTQ news coverage to PinkNews.
