National Blood Week: Businesses including Waterstones, Santander, Fullers and Odeon drop letters to support #MissingType campaign

Catherine Neilan
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Odeon: The cinema dimmed its lights to support the #MissingType campaign (Source: Odeon/Twitter)
Letters are going missing around the UK. But it's nothing to do with Royal Mail...
Business logos and London street signs – including Downing Street – are missing letters as part of a major new campaign to increase the numbers of blood donors.
Companies as varied as banking group Santander, ale brand London Pride and Yorkshire pudding purveyor Aunt Bessies have dropped the letters A, O and B to try and raise awareness of National Blood Week's Missing Type campaign. Here are some of the best.
The initiative is designed to highlight the lack of the most common blood types, with the NHS warning that there were 40 per cent fewer new donations last year than a decade prior. In total 204,000 new volunteers are needed in 2015 to ensure the nation's blood stocks are kept at a safe level.
NHS Blood and Transplant said: "This Missing Type campaign highlights that if not enough new people donate blood and these types were to go missing in years to come, there wouldn't be enough blood available when patients need it."
Jon Latham, assistant director for donor services and marketing at NHS Blood and Transplant, said: "We simply can't ignore the fact that there has been a stark reduction in the number of new donors coming forward - a trend seen across the world. While we can meet the needs of patients now, it's important we strengthen the donor base for the future."