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People rarely think about their blood type – but what if that ‘type’ was to go missing in everyday life?

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

To mark today’s launch of the International Missing Type campaign, New Zealand Blood Service (NZBS) has announced it wants 10,000 New Zealander’s to register to become first-time blood donors.  The Service is seeking Kiwis between 16 and 65 years-old, to step up and register to become blood donors.

NZBS National Manager Marketing and Communications, Asuka Burge, says “It is an ambitious goal but we are seeking 10,000 first time blood donors to join our lifesaving team.  In New Zealand, 85 per cent of the population has A and O blood types, which means these groups are most in demand.  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/Missingtype) a first time donor is taking the first step to finding out their blood type and how best they can help.”

As part of the campaign NZBS has partnered with some of New Zealand’s leading businesses, charities and celebrities who are all removing their A’s and O’s from names, brands and logos nationwide in support of Missing Type . 

“The idea was 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”.

“We have been overwhelmed by the response we have had from some of New Zealand’s leading businesses and organisations.  Their support and commitment to this campaign is helping us spread the message across New Zealand.  New and young donors are the key to safeguarding New Zealand’s future blood supply and we want this campaign to encourage more people to find out if they are eligible and register to become a blood donor.”

Currently less than four per cent of eligible New Zealander’s donate blood.  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 amazing blood donors who last year saved the lives of about 42,000 kiwis. But every year around 28,000 people leave the donor registry.

"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.  So far this year we already have around 9,600 new donors, through various different 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.   Working together we can ensure we continue to save lives now and into the future,” continues Asuka.

To launch the campaign NZBS is delighted to have support from the following companies:

National Partners

-         Anchor

-         Child Cancer Foundation

-         Dream Chaser Foundation

-         Leukaemia & Blood Cancer NZ

-         Mainland (Cheese)

-         Microsoft NZ

-         New World

-         NZME

-         Orion Health

-         PAK’nSAVE

-         Starship Foundation

-         The Neonatal Trust

-         Trade Me

-         Z Energy

-         Tip Top

-         Ministry of Health

-         Harrison Grierson



-         Ohakune Carrot

-         Lemon & Paeroa Bottle

-         Wellington Airport Sign

-         Shotover Jet

Regional Partners

-         Wellington City Council

-         Zealandia

-         NZMSA 

-         McConnell Dowell

-         Vodafone Warriors

-         Auckland Rescue Helicopter Trust

-         Dominion Constructors Ltd

-         Dodd and Associates

-         FIS Global

-         Pizza Pomodoro

-         AuCom

-         Orbit Corporate Travel

-         Christchurch Casino

-         Sport Otago

-         Paper Plus

-         Lincoln Events Centre

-         Ballantynes

-         TIL Freight

-         TAIT Communications

-         Airforce Museum

-         Canterbury Laboratories

-         Waikato Toyota

-         Waikato University

-         Gallaghers

-         Waikato Chamber of Commerce

-         Hamilton Panel Works

-         Convex Plastics


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.

Global Campaign

Every second three people across the world receive a life changing blood transfusion.  On 16th August  Missing Type goes global.  Twenty one countries covering one billion of the world’s population are each calling for new donors to ensure blood donation for future generations.  With the support of businesses, celebrities from around the world, famous landmarks from London to Rio, Tokyo to Sydney, Ottawa to Ohakune, communities, health bodies and media, 25 blood services are uniting to inspire a global movement of new life savers.

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