Microsoft joins NZ Blood Service campaign to ‘fill the gaps’

 |   Bob Glancy

Today marks the launch of Missing Type – the world’s largest blood donor recruitment campaign
– A and O blood types are always the most in demand, so leading New Zealand businesses, charities and celebrities are removing A and O from names, brands and logos nationwide in support of the campaign
– New Zealand Blood Service is aiming to get 10,000 people to register to become first-time donors

FB_coverphoto_blood

If the Microsoft logo looks a little different today on Facebook and Twitter, there’s a very good reason why.

Today, Microsoft New Zealand is joining with dozens of Kiwi businesses that are removing the ‘A’ and ‘O’ type letters from their company branding to mark the launch of New Zealand Blood Service’s international ‘Missing Type’ campaign.

In New Zealand, 85 per cent of the population has A and O blood types, which means these blood groups are most in demand by hospitals. NZBS is hoping the campaign will encourage at least 10,000 New Zealanders between the ages of 16 and 65 to register to become first-time blood donors.

NZBS National Manager Marketing and Communications, Asuka Burge, says the Missing Type idea is based on the understanding that people rarely think about their blood type, but if that ‘type’ was to go missing in everyday life, people would start to pay closer attention.

Ms Burge says currently less than four per cent of eligible New Zealanders donate blood, which is vital for saving lives as there is no alternative for patients in need of blood or blood products.

“Put simply, blood donors save lives. NZBS currently has a database of 110,000 donors who last year saved the lives of about 42,000 New Zealanders. But, every year around 28,000 people leave the donor registry,” she says.

“Donors are lost due to a variety of reasons; from personal choice, to no longer meeting the eligibility criteria, or to ill health and retirement. Whatever the reason, it means there is a constant need for new donors.NZ Blood

“So far this year we have already signed on around 9,600 new donors through various initiatives. We also expect to successfully reinstate about 10,000 lapsed donors. This leaves a disparity of around 10,000, which is the number of donors we hope to attract with this campaign.

“It is an ambitious goal, but we know that by working together we can ensure we continue to save lives now and into the future,” says Ms Burge.

“Even if someone doesn’t know their blood type, there is a very good chance they can help. Simply by registering on our website (nzblood.co.nz) a first time donor is taking the first step to finding out their blood type and how best they can help.”

With the number of partners growing by the day NZBS has created a toolkit with information on how businesses, charities, celebrities and every day kiwis can get involved.

For more information or to register to become a new blood donor please visit www.nzblood.co.nz/MissingType.

– ENDS –

For more information, contact:
Sandy Trigg, Network Communication, (09) 306 5811, 021 231 9406, [email protected]
Grace Vujnovich, Network Communication, (09) 306 5808, 021 737 090, [email protected]

About New Zealand Blood Service
New Zealand Blood Service (NZBS) in a not-for-profit Crown entity responsible for the collection, processing, testing and storage and distribution of all blood and blood products in New Zealand. We rely on voluntary and non-remunerated blood donations from individuals around the country in order to provide a constant supply of precious blood and blood products used by our health services to save thousands of lives. The need for donors is constant – we must collect around 3,000 donations every week nationally and are always working to maintain and grow our register of donors to make this possible.

Blood Groups
This campaign focuses on A and O blood types because they make up the vast majority of New Zealand (85%), which means they’re the blood types that are most in demand. AB and B blood groups are relatively uncommon which means there is less demand for them.

Eligibility
Donors must meet the donor eligibility criteria to donate blood in NZ. This can be found on the website at www.nzblood.co.nz

Global Missing Type Campaign
The campaign – first held in England and North Wales by NHS Blood and Transplant in 2015 – this year brings together 25 blood services from 21 countries covering one billion of the world’s population who are each calling for new donors to ensure blood donation for future generations.