Moonpig has teamed up with NHS Blood and Transplant to create Mother's Day cards encouraging dads and sons to donate blood.
The range features 10 funny and heartfelt designs, two of which were designed by children whose mums benefited from blood transfusions. Messages include: "Mummy you’re bloody brilliant (sorry for swearing)" and "Daddy gives blood. Because we love you". The work was created by Sian Roberts, Cat Noonan and Chloe Allum.
Research found that 62% of dads are unaware that blood loss at childbirth is one of the leading uses of blood donation. Ten per cent of card sales will be donated to mental health charity Mind.
Last month, Moonpig released a less-than-romantic spot ahead of Valentine’s Day.