Launceston blood donors might notice a few changes the next time they make a donation.
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After 90 years the Australian Red Cross blood service has re-branded.
Now known as Australian Red Cross Lifeblood, spokeswoman Ann Harvey said the change marked an exciting new chapter for the organisation.
"Blood is at the core of what we do, but we are now so much more than blood," she said.
"We now provide safe, donated breastmilk to premature babies when they're at their most vulnerable.
"We provide critical organ matching services allowing life-giving transplants to take place, and our research and development is world renowned."
Ms Harvey said the name Lifeblood better reflected the role of the Red Cross, but nothing would strategically change at the Launceston donor centre.
Meanwhile, as bush fires continue to burn across New South Wales and Queensland, blood donor centres at Taree, Coffs Harbour, Port Macquarie and Byron Bay have been forced to close.
Ms Harvey said the Red Cross was now looking to other donor centres, including Launceston, to help fill the gaps and ensure blood supplies across the country.
"So please, if you are eligible to donate, make an appointment in Launceston in the next few weeks and you will be helping maintain our stock levels in the face of these catastrophic fires," she said.
"You could be the lifeblood to someone in need."
The Launceston Donor Centre is open six days a week at 54 Paterson Street. To book visit lifeblood.com.au or call 13 14 95.