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NHS Blood and Transplant has teamed up with organisations across 21 countries to highlight the almost 30% drop in blood donors in the past ten years globally.

The "Missing type" campaign first ran across England and North Wales in 2015.

This year's work has been created in partnership with blood-donation organisations around the world.

A number of high-profile brands are backing the campaign, including Microsoft, Boots, Warburtons, Manchester City, Santander, Transport for London and Odeon.