People in London might be wondering why some of the letters in ‘Downing Street’ and ‘Waterstones’ have disappeared this morning.
But, don’t worry, the signs haven’t been nicked by drunk students (not this time, anyway).
Partners and brands across the UK capital have opted to drop the letters A, O and B from their names today in support of National Blood Week.
The new “Missing Type” campaign uses the three letters that make up the blood groups to raise awareness of the need for new donors.
New NHS research shows that new blood donors are in decline. There has been a drop of 40% fewer new people signing up to donate in the last decade, most likely due to an increase in people travelling to exotic places and getting tattoos, both of which temporarily bar people from donating.
Jon Latham, assistant director for Donor Services and Marketing at NHS Blood and Transplant, said:
While we can meet the needs of patients now, it’s important we strengthen the donor base for the future. If we don’t attract new people to donate it will put more pressure on the ability to provide the right type of blood the NHS needs for patients in the future.
As well as businesses, people on social media have also got involved with the campaign and dropped letters from their names.
— c r a i g (@Craiggggg) June 5, 2015
— Carly Williams (@carly_will) June 4, 2015
— Elizabeth Lane (@lanelizabeth) June 5, 2015
— Jonathan Cliffe (@JonathanCliffe8) June 6, 2015
You can help the cause and donate blood by visiting your local drive here.