You might have noticed something peculiar going on with some popular signage around the world, but until now, you probably assumed it was a coincidence. However, it’s not — and the reason it’s happening is pretty amazing. Here’s the story: The NHS Blood and Transplant organization, along with London-based PR agency Engine Group have launched something called the #MissingType campaign. Notable companies like Google, Microsoft, Tesco, and more have joined in on the cause, removing the letters A, B, and O from their signage. So, what’s the purpose? Think about it: A, B, and O are all blood types. The goal of the campaign is to encourage more people to donate blood, and we think it’s a pretty brilliant way to do it. Check out this incredible awareness-raising campaign below.