American Red Cross to launch ‘Missing Types’ campaign this summer

ATLANTA — A’s, O’s and B’s are used to identify blood types, and at times, they do disappear from hospital shelves. A new campaign is expected to bring about awareness of how impactful those missing letters are.

As part of an international movement, the American Red Cross will launch its “Missing Types” campaign on June 11 to raise awareness of the need for blood donors. During the campaign, corporate and civic brands, celebrities and influencers will remove the letters A, B and O – the main blood groups – from their signage, websites and other public-facing platforms to illustrate the role every blood donor plays, in turn hoping to ensure lifesaving blood is available for patients.

“When the letters A, B and O vanish from everyday life, the gaps are striking. And when A, B and O blood types are missing from hospital shelves, patient care could be impacted,” officials from the Red Cross said. “The goal is to inspire new and former blood donors to give this summer and become regular blood donors for patients in need in the years to come.”

The campaign will run through July 3. Print outlets participating will develop a Missing Types version of their logo with A’s, B’s and O’s removed. During the campaign period, they can share the logo with listeners and employees through website, masthead and public spaces such as building signage and social networks.

Meanwhile, participating outlets can encourage staff to do the same with their names on social media pages, and also run Missing Types print ads during the campaign time frame, Missing Types video and social media images on social channels and digital ads on websites during the campaign while printing stories about the need for blood.

“The blood donor base is shrinking. For the past four years, new Red Cross donors have declined by about 80,000 each year. Yet every two seconds, someone in the U.S. still needs blood,” officials with the Red Cross said.

The campaign will coincide with the time that schools are closed and more people are traveling, both of which have traditionally diminished blood supply.

To make an appointment to donate blood, download the Red Cross Blood Donor App, visit www.redcrossblood.org or call 1-800-RED CROSS (1-800-733-2767) to make an appointment or for more information. All blood types are needed to ensure a reliable supply for patients. A blood donor card or driver’s license or two other forms of identification are required at check-in.

Individuals who are 17 years of age, weigh at least 110 pounds and are in generally good health may be eligible to donate blood. High school students and other donors 18 years of age and younger also have to meet certain height and weight requirements.

Blood and platelet donors can save time at their donation by using RapidPass to complete their pre-donation reading and health history questionnaire online, on the day of their donation, before arriving at the blood drive. Follow the instructions at www.redcrossblood.org/RapidPass or use the Blood Donor App.

Jennifer Parks