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New World and PAK’nSAVE launch #MissingType campaign in support of NZBS to help raise awareness of the need for blood donors

Auckland, New Zealand, 2016-Aug-17 — /EPR Retail News/ — New World and PAK’nSAVE are pleased to be showing their support of New Zealand Blood Service (NZBS) by backing their #MissingType campaign, which aims to register 10,000 new blood donors.

A and O are the blood types most in demand due to the fact 85% of the population falls into one of these groups. To show our support, for the duration of the campaign both New World and PAK’nSAVE have removed the ‘A’ and ‘O’ letters from our brands to help raise awareness of the need for blood donors, particularly for these two blood groups.

New World and PAK’nSAVE advertisements, Facebook pages, websites and customers communications will all be #MissingType as we show our support for the NZBS campaign over the coming week.

Steve Anderson, Managing Director, Foodstuffs (NZ) Ltd says, “NZBS is the sole provider of blood and blood products throughout the country – the job they do saves thousands of Kiwi lives. But without the gift of blood from the public the lives of many New Zealanders and their families would not be the same.”

“Foodstuffs supports NZBS each year by holding blood drives in our distribution and support centre’s in both the North and the South Island,” adds Anderson. “We appreciate that NZBS needs to collect approximately 3,000 donations each week, and to achieve this raising public awareness is critical. The #MissingType campaign is one that we are proud to support and we encourage all Kiwis’ to step up and register to be a blood donor.”

Asuka Burge, NZBS National Manager Marketing and Communications says, “People rarely think about their blood type, but we thought if these letters or ‘types’ were suddenly to be missing from everyday life people might stand up and notice.”

“Blood is a lifesaver, one that saves the lives of tens of thousands of New Zealanders every year. But NZBS data shows that currently less than four per cent of eligible New Zealander’s donate blood,” says Burge.

“New and young donors are the key to safeguarding New Zealand’s future blood supply and we want this campaign to encourage more people to find out if they are eligible and register to become a blood donor.”

NZBS admits the target of 10,000 new donors is ambitious but Burge is confident New Zealanders will step up and the number of A and O donors registered to donate with NZBS will be bolstered.

To find out if you are eligible to donate blood in New Zealand go to  and for more information or to register to become a new blood donor please visit


Tel: +64 9 621 0600
Fax: +64 9 621 0601

Source: Foodstuffs

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