The letters A, O & B are vanishing from landmarks around the country.

S- who is d-ing it, -nd why -re they d-ing it?

It's all to raise awareness of a lack of donors during National Blood Week. A, O and B represent the different blood groups, which are in short supply.

National Blood week runs from June 8 to June 14, with the hashtag #MissingType.

It's a smart marketing campaign.

Plenty of big names are on board with the scheme, which is being run by the NHS: Green and Black's are among the firms who have made a stand, dropping letters from their ch-c-l-te

Odeon added a touch of H-llyw--d to the campaign.

Even the Daily Mirror got involved, the t--l-id changing its f-m-us red t-p.

Booksellers W-terst-nes also scraped the letters off its famous lettering.

The UK is currently suffering a major shortage of donors, with half of those regularly giving blood over the age of 45.

In the last ten years the number of blood donors in England and Wales has fallen by 40%.

The NHS says it needs 200,000 new donors this year alone so they have enough blood - and variety of types - to meet demand.

In particular, they need more donors from Black, Asian and Minority Ethnic communities, who make up less than 5% of those who have donated blood within the last 12 months.

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