CBS and Three Rivers Join Forces with Donate Life America

Leveraging the new medical show Three Rivers to help raise awareness for organ donation and encourage new donors to register, CBS is now partnering with Donate Life America. The network announced this on October 1st in a press release.

Alex O’Loughlin, the show’s star, recently confirmed that he is now a trained ambassador for Donate Life America as well as an official organ, eye and tissue donor.

Marketing initiatives developed by the partnership include a public service announcement featuring Alex, in which he reveals his donor status and concludes his statement with: “You also have the power to donate life – visit donatelife.net.”

Additionally, a Three Rivers promotional spot will be shown at select Department of Motor Vehicle locations in the US. The digital ad is tagged with Donate Life information, encouraging people to check the donor box when they apply for a new license.

Donate Life awareness bracelets in customized Three Rivers packaging will be distributed in large quantities at Donate Life related events, to “The Price Is Right” studio audiences in LA, via the CBS Store in New York City and the CBS Scene restaurant in Foxborough, Massachusetts.

Audience members of “The Doctors” received a bracelet when Alex taped a guest appearance there recently.  Alex himself can be seen wearing a bracelet on that episode (airing today) and as cardiothoracic surgeon Dr. Andy Yablonski on the October 4th premiere episode of Three Rivers.

Utilizing the power of social networking, the Eye has a Three Rivers on CBS page on SocialVibe that allows people to post a Donate Life badge on their profiles on Facebook, MySpace and similar sites. Three Rivers also enjoys promotion on Donate Life America’s Facebook page.

Alex O’Loughlin said in an interview with Entertainment Tonight: “Fundamentally, I want the show to bring awareness to people across America, around the world, about the importance of organ donation. I want to help Donate Life get the amount of donors up. I want people to become donors and become a part of this. Giving the gift of life.”

[tags]alex o’loughlin, alex o’lachlan, three rivers, andy yablonski, donate life, cbs[/tags]