If you are wondering what happened to the “O” in Klerksd*orp News, then you’ll be happy to know that it was stolen by the South African National Blood Service (SANBS) for an excellent cause!

Klerksdorp News is participating in the Missing Type campaign, running from 11 to 18 June.

The campaign asks organisations to remove the letters A, B and O (symbolising the “missing” blood types with the same letters) from their logos or names for a week. Since launching globally a few years ago, the initiative has notched up phenomenal success, spurring thousands of new blood donors to sign up worldwide.

The SANBS hopes this irreverent “disappearing act” will similarly weave a special kind of magic here, where only 1% of South Africans give blood regularly.

Silungile Mlambo, the SANBS’s chief marketing officer says: “We’re asking local brands, sports teams, corporates and landmarks to tweak their logos and ‘donate’ their As, Bs and Os for just a week. Deleting the letters of the main blood groups from your company’s name in your adverts, email signatures and other marketing material is a fun and interactive way to raise awareness of South Africa’s urgent need for new blood donors,” she says.

The Missing Type campaign runs from 11 to 18 June 2018, with World Blood Donor Day falling on 14 June.

“It really is critical for the SANBS to replenish blood stocks at this time of year, with the school holidays just around the corner. This will inevitably cause a spike in the demand for blood transfusions,” says Mlambo.

“We are confident that our #MissingType campaign will help boost supply by capturing the imagination of South African businesses and their employees. So come on, CEOs, shed your As, Bs and Os – patients need them more than you do!” Join SANBS Klerksdorp for a Blood Drive to commemorate World Blood Donor Month and Wellness DAy on 16 June from 8:30-15:30 at Flamwood Walk.

Join SANBS Klerksdorp for a Blood Drive to commemorate World Blood Donor Month and Wellness Day on 16 June from 8:30-15:30 at Flamwood Walk.