More organisations to take part in Missing Type Campaign to encourage blood donation

SINGAPORE - Do not be alarmed if you spot missing letters from signage and branding material this week. It is not an act of vandalism.

More than 50 organisations will be removing blood type letters A, B and O from their signage and branding material, in support of a campaign to encourage blood donation. This figure is an increase from the 33 organisations at last year's inaugural campaign.

The Missing Type Campaign is a joint initiative by the Singapore Red Cross (SRC) and the Health Sciences Authority (HSA) to increase the number of blood donors in the country. It will be held from Tuesday (July 4) to Sunday.

The need to increase the pool of blood donors comes with the growing demand of blood usage, which is rising at a rate of 3 per cent to 5 per cent annually, according to a joint press release by the SRC and HSA on Monday.

Currently, the blood donor pool stands at 1.87 per cent of Singapore's residential population. Singapore's ageing population adds to the urgency of the situation, as some 600 regular donors stop donating every year due to age-related illnesses, said the press release.

Secretary-general of SRC, Mr Benjamin William, said: "By bringing the Missing Type campaign back, we hope that it not only serves as a reminder for donors to make a second trip to the blood bank, but also acts as a catalyst to start the conversation about blood donation and motivate new donors to action."

Notable local brands such as Carousell, The Soup Spoon and BreadTalk - involving its BreadTalk IHQ hub in Paya Lebar - will be participating in the campaign for the first time.

The Singapore Botanic Gardens will remove the blood type letters from its physical signage while Swiss Cottage Secondary School will cover the letters on its physical signage.

Ms Joanna Leng, 27, project manager of an events company, believes the campaign will raise awareness about blood donation.  
“This is a rather interesting concept to encourage people to donate blood. It makes people curious and want to learn the reason behind those missing letters,” said Ms Leng.

Individuals and organisations can be part of the campaign by taking a photo of themselves with their ABO-omitted names, and posting it on their social media pages, with the caption, "I've dropped my (As/Bs/Os) to support the #MissingTypeSG campaign. You can do the same too and help spread the word about blood donation:".

More information on the campaign can be found on