The CW Network, Alloy Media + Marketing and the American Red Cross are joining forces for blood drives at more than 230 of the country's high schools and colleges in conjunction with the launch of the highly anticipated new series "The Vampire Diaries."
The "Starve a Vampire. Donate Blood." initiative runs for five weeks with a goal to collect more than 3,400 blood donations. The campaign encourages students to donate blood through the American Red Cross and help save a life. The CW's "The Vampire Diaries" premieres on Thursday, Sept. 10 (8:00-9:00p.m. ET/PT).
"The American Red Cross is excited to partner with The CW and Alloy Media + Marketing to promote the network's new show, The Vampire Diaries," said Stephanie Millian, director of biomedical communications for the American Red Cross. "This is a great opportunity to engage the younger members of our communities in blood donation activities at participating high school and college campuses across the country - something they can 'sink their teeth into.'"
Blood drives will be promoted in the schools with special "The Vampire Diaries" materials. In addition, The CW and the American Red Cross will produce a public service announcement, promoting the need for blood donations that will feature the cast of "The Vampire Diaries."
"In teaming up with the American Red Cross and Alloy, we've created a national campaign for our new show 'The Vampire Diaries' that is creative, imaginative and at the same time, has the ability to save lives," said Rick Haskins, EVP, Marketing and Brand Strategy, The CW. "Through these blood drives, we'll be able to connect with students across the country promoting both a wonderful new show and an important cause."
During the blood drives, each location will feature themed "The Vampire Diaries" refreshment areas where students can refuel with special snacks. Exclusive "The Vampire Diaries" footage will be featured on TV monitors. Everyone who participates in the blood drives will walk away with special promotional items, including customized t-shirts.
"This is an exciting initiative that raises awareness for an important issue with a unique and entertaining message that will resonate with young people," commented Sean Horvath, EVP Sales and Entertainment for Alloy Media + Marketing. "We are thrilled to bring The CW and the American Red Cross into Alloy's network of high schools and college campuses as the school year begins and look forward to the positive impact this program will have on a large audience of students."
About the American Red Cross:
The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies nearly half of the nation's blood; teaches lifesaving skills; provides international humanitarian aid; and supports military members and their families. The Red Cross is a charitable organization — not a government agency — and depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit www.redcross.org or join our blog at http://blog.redcross.org.