The American Red Cross is hoping a new marketing campaign will help increase blood donations.
Starting Monday, the agency deleted the letters A, B and O from its own name, signs and websites to raise awareness about the need to donate blood for types A, B and O.
Red Cross regional spokesman Colin Williams said the need for blood donations is constant, especially in the summer when schools aren't in session, where a number of drives occur.
“The donor pool has been declining," Williams said, "and it’s important for people to help us keep those blood levels up because emergencies and surgeries and transfusions just don’t stop.”
Despite the gimmicky campaign, Williams said it brings attention to a serious situation. The campaign is set to run until July 3.