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#MissingType goes viral

19th August 2016

#MissingType goes viral

New Zealand Blood Service (NZBS) #MissingType campaign has gone viral, hitting the top three trending topics on Twitter and amassing nationwide support for the call to get 10,000 New Zealanders to register as first-time blood donors.

Trade Me, Vodafone Warriors, Foodstuffs and Auckland Philharmonia Orchestra are just some of the iconic New Zealand organisations that have backed the campaign with social media posts removing the A's and O's. Auckland District Health Board removed the letters from signage at its hospitals, and even landmarks such as the Ohakune Carrot and Lemon & Paeroa Bottle have supported the cause.

#MissingType is a global campaign targeting over a billion people with the simple message of filling in the gaps, 21 blood services have been urging leading businesses, charities and celebrities to remove the A's and O's from their logos in demonstration of the need for these blood types. NZBS National Manager Marketing and Communications, Asuka Burge has been overwhelmed by the response to the campaign in New Zealand and says the heart of the story is how leading organisations have come together to support NZBS's call for 10,000 new first time donors.

"We are so pleased with the response from our partner companies who have been an amazing support," says Burge. "To see every day New Zealanders also get behind the cause and remove the A's and O's from their social media and help us to trend on Twitter is fantastic."

Robyn Kiddle, Chief Executive of Child Cancer Foundation explains the decision to partner with NZBS felt like a natural one.

"For many children with cancer, blood and blood products are an essential part of their treatment. Blood transfusions, bone marrow transplants, platelet transfusions - many would not survive without it," said Robyn Kiddle, Chief Executive, Child Cancer Foundation.
"Child Cancer Foundation is proud to endorse the 'Missing Type' campaign and encourages New Zealanders to register to donate blood. "

Burge also hopes to see the online support transfer to something more tangible and see many more first-time blood donors join the register.

"In New Zealand, 85 per cent of the population has A and O blood types, which means these groups are most in demand. But currently, only 4 percent of the eligible population donate blood and we would like to see that grow.

"Every second, three people around the world receive a life-saving blood transfusion, thanks to the generosity of everyday superheroes who answer the call to donate," she says.

The campaign unites 25 blood services across 21 countries to encourage more people to start giving blood and ensure blood donation for future generations.

Globally, organisations such as Microsoft, Qantas, Google, Dunkin' Donuts, Bondi Beach, and Transport for London have removed A's and O's from branding in an effort to encourage people to help fill the gaps.

Blood Groups

* This campaign focuses on A and O blood types because they make up the vast majority of New Zealand (85%), which means they're the blood types that are most in demand.

* AB and B blood groups are relatively uncommon which means there is less demand for them.


* Donors must meet the donor eligibility criteria to donate blood in NZ.

* This can be found on the website at

Global Missing Type Campaign

* The campaign - first held in England and North Wales by NHS Blood and Transplant in 2015 - this year brings together 25 blood services from 21 countries covering one billion of the world's population who are each calling for new donors to ensure blood donation for future generations.

We have access to a huge array of compelling, real-life stories about our inspirational donors and recipients that would resonate with your audience. If this is of interest, please get in touch.


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