Some of the world’s most well-known brands, landmarks and sporting teams have dropped the letters A, B and O from their names as part of a campaign to raise awareness for blood donations.
Launched by UK organisation NHS Blood and Transplant in an effort to increase blood donation, the week-long campaign titled ‘Missing Type’ involves 25 blood services from 21 countries (including the Australian Red Cross), according to News Corp, and was inspired by a 30 per cent drop in donations in the past seven years.
Qantas, National Australia Bank, Coles, Australia Post, Sydney Opera House, Surf Life Saving NSW, and the TV show Neighbours are among the list of brands that have jumped on board the campaign by dropping the letters A, B and O from their names and encouraging people to ‘fill in the gaps’ and donate.
Tesco, Microsoft, Southampton FC, and Hootsuite are just some of the global brands that are participating in the campaign.
— Tesco (@Tesco) August 16, 2016
— Microsoft Business (@MSFTBusinessUK) August 16, 2016
— Southampton FC (@SouthamptonFC) August 17, 2016
— Hootsuite (@hootsuite) August 16, 2016
Check out the campaign advert below, which was created by London creative agency WCRS.