If you look very carefully you'll notice three letters of the alphabet have vanished from some strategic spots this week.
Tuesday August 16, 2016
All as part of an Australian Red Cross Blood Service's campaign to encourage more people to donate blood - the missing letters, A, O and B, are the letters of the blood groups.
A bunch of well known Australian brands - including Qantas, Coles, NAB, the Sydney Opera House, the TV show Neighbours and Lifesaving New South Wales - have got behind the campaign, dropping the letters from key spots like websites, social media pages and a magazine.
The blood service says in the next year Australia needs 100,000 new donors to help save or improve the lives of patients.
People don't often think about their blood type - most of us don't event know what it is. But across the country a blood donation is needed every 24 seconds; that 25,000 donations every week.
The Missing Types campaign is running in 21 countries, who together want to highlight an almost 30% international drop in the number of people becoming blood donors compared with a decade ago.
Overseas companies like Microsoft, Lloyds, Transport for London, The National Baseball Association and Dunkin Donuts are getting behind the campaign.
Blood Service Chief Executive Shelly Park said blood transfusions saved lives and transformed health for millions across the world.
"But they are dependent on people donating blood," she said, "whether it is 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 part of modern healthcare."
"We really hope that those Australians who can will be inspired by the Missing Type campaign to become blood donors."
Giving blood only takes an hour of your time but could mean a lifetime to someone else. To learn more or make an appointment to donate check out donateblood.com.au/missingtype or call 13 14 95.