An English-led campaign to recruit blood donors has achieved significant success, according to its organisers.
The "Missing Type" campaign went global last month as a number of countries and organisations such as Microsoft gave it backing....
The campaign involves the removal of the letters A,B and O from words and iconic locations to highlight their role as the names of the main blood groups.
During the two weeks of the campaign the number of people registering as donors in England doubled - passing 23,000, according to NHS Blood and Transplant.
Across nine countries, some 46,000 people were recruited as donors, according to the analysis of the campaign.
But the success of the campaign still leaves the nine participating countries a long way short of making up for the loss of half a million new donors over the last decade, according to the analysis.
In 2005 they recruited 1.8 million new donors but the annual number of new donors had fallen to 1.3 million by last year.
NHS Blood and Transplant's director of blood donation Mike Stredder said: "Up to 2.7 million people in England were helped last year thanks to the generosity of our donors. For patients receiving treatment for cancer, blood disorders, after accidents or during surgery, or new mums who lost blood in childbirth, blood is an absolutely essential.
"Across the world clinical advances mean overall blood use in hospitals is declining, but we still need more people to start giving blood to replace those who can no longer donate and to ensure we have the right mix of blood groups to match patient needs in the future."
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