My Sweet Alex O'Loughlin

This is great news for the cause.

NEW YORK (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.

...

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."

To read more...