Letters disappear from logos as part of Red Cross campaign

This week, 95 Belgian companies and organisations removed the letters A, B and O from their logos. It’s part of the Red Cross campaign “Missing Type”, launched to encourage more people to donate blood. The letters refer to the different blood types.

Among the participating companies are Brussels Airport, Proximus, Coca-Cola, Belfius and Colruyt. Public transport authority De Lijn is also taking part, as are political parties, local and provincial municipalities and hospitals. Several newspapers removed the letters A, B and O from the mastheads on their front pages.

“Missing Type” is an international campaign covering 21 countries. According to Red Cross, every second three blood transfusions are needed somewhere in the world. Red Cross Flanders is still looking for 38,000 new donors to maintain this year’s supply of blood. “Only 3% of the Belgian population donates blood, while 70% need it,” said the organisation’s An Luyten in a statement.

Red Cross Flanders has just switched to larger bags of blood, which eliminated some donors who cannot give enough blood at one time. Still, it said, some 90% of Belgians are able to give blood.

Photo courtesy Rode Kruis