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Canadian Blood Services Joins Global Iniatitive #MissingType

TorontoAs part of a global initiative, Canadian Blood Services launched their newest campaign this week entitled #MissingType. The goal of the campaign is to help further educate Canadians on the important of giving blood, especially three important blood types, A, B, and O.

To do this they enlisted their agencies to help create the #MissingType Google Chrome Browser Extension, which removes the letters A, B, and O from article headlines, Facebook and Twitter usernames, and more.

“Whether existing donors or not, a lot of people don’t know their blood type, which means they don’t know how unique and important they are”, said Rebecca DeWinter, Director, Marketing & Experience Innovation, Canadian Blood Services. “With the absence of these letters and blood types, we are making people more aware of the constant need for blood and want them to become more curious about their own blood type.”

#MissingType originated in the UK last year and so far has helped show that we can not live in a world in which the letters A, B, and O – the three blood types – are missing. All are uniquely vital to help cancer patients, car crash victims, and others in need.

The City of Toronto was also involved in the campaign as they darken the Os in the TORONTO sign at Nathan Phillips Square on August 15th – the launch of the campaign.

The browser extension can be downloaded at

Agencies Behind #MissingType Campaign:

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Jam3 – Created Google Chrome Browser Extension
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