The letters O and A went missing from signage of New Zealand's top companies and charities, as well as the Rotorua Daily Post website yesterday, in a life-saving bid for blood.
The Rotorua Daily Post's print edition yesterday also just had outlines of the letters O and A as medical blood collection agencies in 21 countries latched on to a highly successful marketing campaign, called Missing Type, which had its first run in Britain last year.
Global megabrands such as McDonald's, Google, Coca-Cola and Microsoft were among businesses which removed the letters from their websites, Twitter handles and signage to help promote the UK National Health Service's appeal for new blood donors last year.
More than 30,000 people registered to donate.
This year, the NZ Blood Service received commitments from several brands to join the campaign in a bid to sign up 10,000 eligible donors. The Rotorua Daily Post will this week be speaking to people whose lives have been saved by blood donors and people who have donated, as part of our campaign, Bloody Good Type.