MISS­ING TYPE

Central Leader - - YOUR PAPER, YOUR PLACE -

In Au­gust 2016 New Zealand Blood Ser­vice took part in the largest ever global donor re­cruit­ment cam­paign. Twen­ty­five blood ser­vices across 21 coun­tries used one sim­ple idea, re­mov­ing the let­ters A and O from lo­gos, brand names, and so­cial me­dia ac­counts to high­light the need for more donors with these blood types. Na­tional mar­ket­ing man­ager Asuka Burge said the re­sponse to the cam­paign was over­whelm­ing. On­line regis­tra­tions in­creased by 7400 per cent dur­ing the cam­paign and over 2000 peo­ple reg­is­tered to be­come first time blood donors.

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