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Boots UK has announced its support for this year's Missing Type campaign for new blood donors.

First held by NHS Blood and Transplant in 2015, the campaign brings together 25 blood services from 21 countries to call for new donors to ensure blood donation for future generations.

Throughout the campaign, the letters A, B and O, representing the blood groups, will disappear from everyday and iconic locations around the world to draw attention to the need to find more blood donors.

In support of the campaign, Boots will remove the Os from its iconic logo, as well as the As and Os from instore signage. In England, there is a particular need for more young blood donors and more black and Asian donors, as well as more donors with O negative and A negative blood.

Boots UK is also supporting the campaign through a series of internal events which demonstrate how quick and easy it is for employees to register and give blood. In addition, the company is encouraging its customers to follow suit and sign up to #MissingType via its social media channels and Boots Advantage Card.

Marc Donovan, Boots UK chief pharmacist, commented: “We’re really delighted to support this year’s Missing Type campaign and we hope that our colleagues and customers will join us and help ‘fill in the gaps’ by registering as new donors. Every donation helps and could save up to three people’s lives."

Mike Stredder, director of blood donation at NHS Blood and Transplant, added: “Blood donation is an amazing gift and we are really grateful to Boots UK for their support.

“Thanks to the generosity of our current donors, hospitals have the blood needed to treat patients and there is not a crisis in blood stocks. Despite overall blood use in hospitals declining, we need more people to start giving blood to replace those who can no longer donate and to ensure we have the right mix of blood groups to match patient needs in the future."

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