Oct 2, 2009 10:00 am US/Eastern
Donate Life, CBS Partner On 'Three Rivers' Debut
Show Tells Donors, Patients Stories At Organ Transplant Hospital
NEW YORK (CBS) ―
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Daniel Henney, Alex O'Loughlin and Katherine Moennig star in the new CBS medical drama "Three Rivers."
CBS
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" public service campaign, digital ads in Department of Motor Vehicles throughout the country, distribution of Donate Life awareness bracelets and social networking outreach via SocialVibe, Twitter, Facebook and other online networks.
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. The organization assists the transplant community to teach about the need for organ, eye and tissue donation and motivate the public to make a donor designation.
MORE: DonateLife.net Web Site
MORE: Donate Life America Facebook Page
MORE: Donate Life Q&A On Facebook
MORE: #DonateLife On Twitter
"Three Rivers" is set at a preeminent U.S. transplant hospital and explores the emotionally complex world of organ donors, recipients and surgeons on a weekly basis. Series lead actor Alex O'Loughlin, a trained Donate Life ambassador, is featured in a public service announcement in which he reveals that he is an organ, eye and tissue donor.
CBS also 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 profiles as a means of furthering organ donation awareness efforts.
MORE: "Three Rivers" On SocialVibe
MORE: "Three Rivers" Discussion On Facebook.com
MORE: #ThreeRivers On Twitter
MORE: "Three Rivers" On CBS.com
Tens of thousands of green awareness bracelets 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 "Rivers" and the efforts of Donate Life America.
Additional promotions encouraging people to check the donor box as they apply for or renew a license will be shown on the Motor Vehicle Network at select DMV locations throughout the country.
ORGAN TRANSPLANT STORIES ACROSS THE COUNTRY
WCCO-TV: Woman Receives Heart From Soldier Killed In War
KTVT-TV: Women Bonded By Heart Transplant Meet In Texas
WBBM-TV: Chicago Man Donates His Kidney To A Stranger
KTVT-TV: Transplant Has Texas Man Thankful For Beating Heart
WCCO-TV: Organ Donation Reunion: A Life Taken, 4 Saved
WCCO-TV: Minneapolis Man Finds Kidney On Facebook
The creative force behind the new medical drama has an ongoing working relationship with Donate Life America.
"We have been working with Donate Life to ensure 'Three Rivers' accuracy," said 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. "If CBS can help people take this action, then they can help save lives."
VIDEO: Web Extra: 'Three Rivers' Behind The Scenes
VIDEO: Web Extra: 'Three Rivers' Sneak Peek 1
VIDEO: Web Extra: 'Three Rivers' Sneak Peek 2
VIDEO: Web Extra: 'Three Rivers' Photo Shoot
"Three Rivers" also stars Katherine Moennig, Daniel Henney, Christopher J. Hanke, Alfre Woodard and Justina Machado. Produced by CBS Television Studios, the show premieres Oct. 4 on the CBS Television Network.
(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)
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