The Daily Mirror has dropped the letters A and O from its masthead today in support of National Blood Week.
Under a partnership between owner Trinity Mirror and NHS Blood and Transport’s ‘Missing Type’ campaign, the newspaper has become the ‘Dily Mirrr’ for the day.
The Mirror will be running editorials around the campaign throughout the week.
Free newspaper the Metro, meanwhile, will promote National Blood Week by highlighting letters from its ‘Good Deed Feed’. Trinity Mirror regionals the Manchester Evening News and Liverpool Echo are also supporting the campaign.
“Our audience are big supporters of the NHS and are passionate about our nation’s health, so working with NHS Blood and Transplant to support their campaign message was a great fit,” said Mark Field, director of invention at Trinity Mirror Solutions.
“The Missing Type campaign brings a very serious issue to life in a way that will make our audience sit up and pay attention – an approach we look to take with any of our creative solutions work in invention.”
The ‘Missing Type’ campaign aims to highlight shortfalls in blood donations.