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NHS Blood and Transplant created a campaign last year that highlighted the need for blood donations.

They took letters out of iconic signs, road names and stadiums across the U.K. to represent the need for O, A and B-type blood. Using #MissingType, NHS and 25 other blood services from around the world are challenging businesses to post tweets with missing letters from their brand name. They’ve attracted companies like Google, Microsoft and Tesco as well as major monuments like the Sydney Opera House and Toronto’s city sign.

The campaign uses an emotional connection to inspire fans and businesses to be cognizant of the need for blood donation.

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