An innovative campaign to recruit blood donors goes global today – and blood group letters will go missing worldwide.
Some 25 blood services in 21 countries are taking part in the "Missing Type" campaign.
It will see the letters A, B and O disappear from public places, highlighting the "missing" blood donors for these blood types.
The campaign was first launched in England last year – and its success has led to it being adopted worldwide.
There will also be a special postmark used by the UK Royal Mail.
Last year’s campaign followed a steep reduction in the number of new blood donors recruited in England of about 25% in ten years.
Jon Latham, from NHS Blood and Transplant, said: "We’re really proud to have led this year’s campaign across 25 services in 21 countries covering one billion of the world’s population to draw global attention to the decline in new blood donors and need for people to start donating. We hope that this will be one of the largest public sector campaigns in recent history.
"We expect to see lots of exciting things happening around the world over the next few days, ranging from images of iconic locations with letters removed, the support of well-known celebrities, newspaper masthead changes, global corporate partnerships and of course media stories about blood donors and people whose lives have been saved by blood donors."
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