News & Opinion

Mirror removes 'A' & 'O' from masthead to support blood donation campaign

The missing letters on today's front page, representing blood groups, are to raise awareness of the NHS Blood and Transplant's 'Missing Type' campaign. 

The initiative is in response to new research showing that there has been a stark decline in the number of donors in the last decade, with 40% fewer coming forward last year in England and North Wales than 10 years ago.

The Mirror's activity, in partnership with Carat, is the first time the brand has dropped the A and O from its logo in its 112 year history. 

Mark Field, director of Invention at Trinity Mirror Solutions, said: "Our audience are big supporters of the NHS and are passionate about our nation's health, so working with NHS Blood and Transplant to support their campaign message was a great fit. The Missing Type campaign brings a very serious issue to life in a way that will make our audience sit up and pay attention - an approach we look to take with any of our creative solutions work in Invention."

by Jessie Sampson 08/06/15

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