Shoppers and commuters in Brussels recently were puzzled to find some of the letters missing from the famous
The stunt is part of a global initiative to encourage more people to donate blood and fill the missing blood types A, O and B. Businesses and organizations across Belgium, including
The campaign is running in 21 countries, where the Red Cross and local blood banks have teamed up with businesses, governments and the media to raise awareness of the vital need for blood donations.
Every second, three blood transfusions are needed by people in accidents, with blood disorders, following an operation or during childbirth. But over the past 10 years, the number of donors has dropped by a third worldwide. Only three percent of the population donates blood, while 70 percent of people will need a transfusion at least once in their lives.
With this campaign, the Belgian Red Cross aims to attract 38,000 new donors by underlining the vital importance of As, Bs and Os.
The campaign is gaining massive interest in the media, with articles appearing on leading news websites and in daily newspapers. On social networks, the hashtag #MissingType is being shared en masse.
The campaign is inspired by the success of #MissingType in the UK last year, where 30,000 new blood donors registered in one week.