A, B and O are letters that tend to come in handy on a daily basis. Without them, we wouldn’t even be able to write this little introduction for you right now! But A, B and O are also rare blood types that are desperately needed across the globe for various transplants and surgeries for those in need. To emphasise this, a new campaign is asking companies to remove these letters from their logos, and a large group of huge and worldwide brands are getting involved.

The blood donation awareness campaign is a collaboration between NHS Blood and Transplant and London-based PR agency Engine Group, using the hashtag #MissingType in order to raise awareness about blood donation for National Blood Week. The amount of blood being donated internationally has plummeted by 30 percent in the last ten years, and major brands are joining this initiative to raise awareness of the need for these crucial blood types. It’s become a very simple but effective gesture.

Hospitals need to maintain a regular supply of all blood groups and types so they can provide it to the hospitals and patients who need it.

Some rare sub-types are more common in Black communities, which is why the world needs more blood donors from Black, Asian and other ethnic communities.

O Rh negative blood is rare, but essential because it is the only blood type that can be given to anyone, regardless of their blood type.

Your blood’s main components are red cells, plasma and platelets. These are used to treat many different illnesses and conditions.

Blood is usually separated into its individual components or parts, so a patient can be given the particular component they need.

This means the most is made of every blood donation, as the components in one unit of blood (or one donation) can be used to treat different patients with different medical issues.

In 2014, 67% of blood donations were used to treat medical conditions including anaemia, cancer and a number of very serious blood disorders.

27% of blood donations were used in surgery, including cardiac surgery and emergency surgery for seriously critical patients whose lives were in immediate danger

Blood can be vital for people with medical conditions or who are having surgery. But blood transfusions can also improve the quality of life for people whose illness has no cure.

These vital transfusions give patients a better quality of life and the energy and ability to enjoy this precious, final time with their families.

6,000 people are required to give blood every day to meet the needs of hospitals and patients across the globe who desperately need transfusions.

Donating blood is an incredibly good deed and can provide somebody with a gift that they’ll cherish for the rest of their life. Give blood as soon as you can.

Thanks to the huge support from companies, influencers, charities and blood donors, the campaign has got 30,000 new people registering to donate.