June 14 is World Blood Donor Day.
To promote the importance of blood donation and attract new, young donors, the South African National Blood Service (SANBS) wants to temporarily “steal” a few letters from business names to raise awareness this national Blood Donor Month.
As part of the international “Missing Type” campaign, from June 11 to 18, the SANBS is requesting businesses, organisations and even the public to remove the letters A, B and O (symbolising blood types) from their names, logos and social media platforms.
According to the blood service, only one per cent of South Africans donates blood regularly.
“Imagine life without the letters A, B and O … let alone Scrabble!” said Silungile Mlambo, the SANBS’s chief marketing officer.
“Big business has the power to change the fact that our country faces constant blood shortages – and save lives at the same time.
“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.”
According to Mlambo, 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.
“It really is critical for the SANBS to replenish blood stocks at this time of year, with the school holidays just around the corner,” she said.
“This will inevitably cause a spike in the demand for blood transfusions.”
Mlambo added that sports teams will also be asked to throw their support behind the campaign, while the public can get involved by deleting the “blood types” from their names on social media.
“If you think about it, a South Africa without A, B and O would just be S_uth _fric_,” she said.
“It just wouldn’t be the same; however, with the help of the private sector and the public, we can fill in the blanks in our blood supply and keep stocks at healthy levels.”
Caxton Cares
The City Times, and its sister publications in Ekurhuleni, is supporting the “Missing Type” campaign as a Caxton Cares project.
“This is an excellent initiative to highlight the importance of As, Bs and Os in our lives – especially when it comes to our health and blood donation,” said City Times editor Lana O’Neill, who is a blood donor.
“Many people are terrified at the thought of it but I have also seen many these same people put on a brave face and donate blood, recognising the importance of this selfless act to the broader community.
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“We encourage all Benoni businesses, organisations and the public to remove the As, Bs and Os from their names and logos next week in support of the critical blood shortage in South Africa.
“The masthead of the City Times newspaper, as well as our social media platforms, will look a little strange next week, reading only en ni City Times.
“The missing letters are bound to grab people’s attention so every business should grab the opportunity to get involved,” O’Neill said.
Local donor tells his story
Brentwood Park resident, Andrew Ford has been donating blood for about 19 years.
“I am 58 years old and when I was in school I was afraid of needles,” he said.
“But when I started working, my friends donated blood so one day I also did, and have not stopped since.”
Ford has already donated 93 pints of blood.
“I try to donate at least six times a year,” he said.
Although there was no spark behind his continuous need to donate blood, Ford said his wife, Jennifer, once needed blood and his blood was not a match (he was already a donor by that time) so he was grateful that the hospital had blood from other donors that his wife could use.
“I donate blood because it is good for my health and to help others,” he said.
Visit www.sanbs.org.za or call 0800 11 90 31 for more information or donate blood at the SANBS donor centre in 14th Avenue, Northmead.
Join the #MissingType conversation on Twitter (@theSANBS), Facebook (@SANBS) and Instagram (@thesanbs).
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