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[10/01/09 - 12:38 PM]
CBS and Its New Medical Series "Three Rivers" Partner with Donate Life America
Among the joint marketing initiatives are a "CBS Cares" PSA, digital ads in DMVs throughout the country, the mass distribution of Donate Life awareness bracelets, and social networking outreach.

[via press release from CBS]

CBS AND ITS NEW MEDICAL SERIES "THREE RIVERS" PARTNER WITH DONATE LIFE AMERICA

Joint Initiatives, Which Promote Becoming an Organ Donor, Include a "CBS Cares" PSA, Digital Ads in Department of Motor Vehicles, the Creation and Distribution of Donate Life Awareness Bracelets and Social Networking Outreach

"Three Rivers," Set at the Preeminent Transplant Hospital in the U.S., Delves Inside the Lives of Organ Donors, Recipients and Surgeons

CBS has partnered with Donate Life America, raising awareness of how and why to become an organ donor in conjunction with the Network's new medical series, THREE RIVERS. Among the joint marketing initiatives are a "CBS Cares" PSA, digital ads in Department of Motor Vehicles throughout the country, the mass distribution of Donate Life awareness bracelets, and social networking outreach. THREE RIVERS, to premiere this Sunday, Oct. 4, is set at the preeminent U.S. transplant hospital and explores the emotionally complex world of organ donors, recipients and surgeons on a weekly basis.

Details of the campaign outreach follow:

��CBS Cares� PSA � THREE RIVERS series lead Alex O'Loughlin, a trained Donate Life ambassador, is featured in a Network public service announcement in which he reveals that he is an organ, eye and tissue donor and adds: "You also have the power to donate life � visit donatelife.net." Those who visit the Web site can learn how to become a donor in their state.

�Donate Life Awareness Bracelets � Tens of thousands of green Donate Life awareness bracelets packaged with THREE RIVERS art and tune-in information are being distributed at several Donate Life America-affiliated events and via CBS properties such as "The Price Is Right" studio audiences, the CBS Store in New York City and the CBS Scene restaurant in Foxborough, Mass. The CBS Television Distribution talk show "The Doctors" provided the bracelets to their audience members when Alex O'Loughlin taped a guest appearance to talk about THREE RIVERS and the efforts of Donate Life America. O'Loughlin wears a Donate Life awareness bracelet on that episode of "The Doctors," which will be broadcast Friday, Oct. 2. O'Loughlin's series character, a lead organ transplant surgeon, can also be seen wearing the bracelet on the premiere episode of THREE RIVERS this Sunday.

�Department of Motor Vehicles Digital Ads � A THREE RIVERS promotional spot tagged with Donate Life information, encouraging people to check the donor box as they apply for or renew a license, will be shown on the Motor Vehicle Network (MVN) at select DMV locations throughout the country.

�Social Networking Outreach � CBS has produced a THREE RIVERS page on the social media utility SocialVibe that enables people to create a Donate Life badge to post on their social networking profile(s) as a means of building interest in the new series and furthering the organ donation awareness efforts of Donate Life America. THREE RIVERS is also being promoted on Donate Life America's Facebook page.

Additionally, the creative force behind THREE RIVERS has an ongoing working relationship with Donate Life America. "We have been working with Donate Life to ensure THREE RIVERS' accuracy," said THREE RIVERS' executive producer/creator Carol Barbee. "We are hoping that the awareness from our show and the outreach from the combined efforts of CBS and Donate Life will result in an increase in donor registration which in turn will save lives."

"Our goal is to get people to take action now and register as an organ and tissue donor on their state donor registry," said David Fleming, executive director of Donate Life America, which creates national donor education campaigns that are implemented locally. "If CBS can help people take this action, then they can help save lives."

THREE RIVERS also stars Katherine Moennig, Daniel Henney, Christopher J. Hanke, Alfre Woodard and Justina Machado and premieres this Sunday, Oct. 4 (9:00-10:00 PM, ET/PT) on the CBS Television Network. It is produced by CBS Television Studios.

About CBS Corporation:

CBS Corporation (NYSE: CBS.A and CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW � a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime Networks and CBS College Sports Network), local television (CBS Television Stations), television production and syndication (CBS Television Studios and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), interactive media (CBS Interactive), music (CBS Records), licensing and merchandising (CBS Consumer Products), video/DVD (CBS Home Entertainment) and motion pictures (CBS Films). For more information, log on to www.cbscorporation.com.

About Donate Life America:

Donate Life America, formerly the Coalition on Donation, was founded by the transplant community in 1992 to educate the public about organ, eye and tissue donation and avoid duplication of effort. Donate Life America assists in mobilizing the transplant community to educate the American public on the need for organ, eye and tissue donation and motivating the public to make an actionable donor designation. The organization publishes brochures, program kits and other materials; provides technical assistance and referral services; coordinates the national campaign for organ, eye and tissue donation; identifies measurable best practices and leads the Donor Designation Collaborative. It is comprised of national organizations and 47 local affiliates across the United States that coordinate donation related activities at the grassroots level. Donate Life America is a 501(c)(3) organization based in Richmond, Virginia, operating with funds from membership, general contributions, and the United Network for Organ Sharing (UNOS). The National Campaign is financed through the annual UNOS Donate Life Assessment of member transplant centers, organ procurement organizations and histocompatibility labs and generous donations from other members of the organ, eye and tissue transplant community. For more information, log on to www.donatelife.net.





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· THREE RIVERS (CBS)





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