The letters A, B and O are disappearing from familiar landmarks and logos around the world.
As part of the #MissingType campaign by NHS Blood and Transplant and London-based PR agency Engine Group, the three letters that signify blood types are vanishing from the logos of Microsoft and Tesco to our very own ‘Toronto’ sign.
The campaign wants to encourage more people globally to donate blood.
It comes at a time when blood donations around the world have experienced close to a 30 per cent drop over the past decade.
“Without As, Os and Bs, we are nowhere,” states the campaign. “Help fill in the gaps.”
The campaign runs August 16 through August 21 and spans 21 countries, including Canada, the U.S., Australia, Singapore, South Africa and Ireland, uniting 25 blood services from around the world.
This is the second time NHS Blood and Transplant has run the campaign, but the first time it has gone global.
You can follow the movement with the hashtag #MissingType across all social media platforms. To participate in the campaign yourself, drop the letters A, B and O from your name on Twitter, Facebook and Instagram.
Oh, and stop staring at your screen and donate blood.