“Be Like Gina” Campaign Builds on CBS’s Highly-Acclaimed BPositive Program;
DLH Holds Storytellers Contest and Writers Panel in Support of Living Donation
LOS ANGELES–(BUSINESS WIRE)–#belikegina–An important public service announcement encouraging people to “Be Like Gina” and consider becoming a living kidney donor is debuting this month in conjunction with National Kidney Month. The PSA is part of the #BeLikeGina campaign in connection with CBS’s highly-acclaimed BPositive program and was created in partnership with the OneLegacy Foundation’s Donate Life Hollywood (DLH) initiative.
The #BeLikeGina PSA was first broadcast on March 11 and will appear again March 25 and April 1 during BPositive at 8:30-9:00 PM (ET/PT) on the CBS Television Network.
BPositive is based on the real-life story of creator and kidney transplant recipient Marco Pennette. On the program, lead character Gina decides to donate a kidney to an old high school friend because doing so felt purposeful. The PSA speaks to that same sense of purpose expressed by real life kidney donors. At BeLikeGina.org, people are encouraged to consider living donation for themselves by listening to inspiring stories of living donors and exploring information provided by partnering organizations.
“As soon as we heard about BPositive we reached out to CBS and offered the support of the organ donation and transplant community,” said Tenaya Wallace, founder of DLH. “Marco and CBS recognized the wonderful things we could do together to bring attention to living kidney donation. In fact, the PSA which is narrated by the show’s leads Thomas Middleditch and Annaleigh Ashford was written by Donate Life Hollywood.”
A number of national kidney and living donation organizations contributed content to BeLikeGina.org. These include Donate Life America, the National Kidney Foundation, Explore Living Donation, the National Kidney Donation Organization, Mendez National Institute of Transplantation Foundation, Renal Support Network and the University Kidney Research Organization.
The BeLikeGina campaign and its focus on living kidney donation will also be the theme of DLH’s second annual Storytellers contest which opens on March 23. Believing that you are never too young to make a meaningful impact in the lives of others, high school and college students across America are invited to create a one-minute video about living kidney donation. All video submissions will be reviewed by a panel of actors and writers with winners announced at the DLH Inspire Awards ceremony later this year. Cash prizes will also be awarded and winning videos will become part of AccessDLH.org, a free resource for the entertainment industry. Complete submission details and deadlines can be found at AccessDLH.org/Storytellers.
On March 18, DLH will hold its first “Writers Panel” of 2021. The panel is designed to help writers tell more accurate stories about donation and transplantation by connecting the entertainment industry directly with medical professionals and real life donors and recipients. The panel will discuss issues surrounding living donation so as to help writers steer clear of new Hollywood myths that have recently been created around the topic. More information on the Writers Panel can be obtained at AccessDLH.org/writerspanel.
Donate Life Hollywood is a project of the OneLegacy Foundation with funding and support from DLH Partners nationwide including organ procurement organizations, tissue banks and patient groups. Its purpose is to connect Hollywood storytellers to every aspect of organ, eye and tissue donation and transplantation and, by doing so, build powerful partnerships with the entertainment industry that can help save lives.
“Less than 1% of patients who die meet the criteria for organ donation so there is no way to adequately meet the need for kidney transplants without more people becoming living donors,” said Tom Mone, CEO of the OneLegacy Foundation. “Organ procurement organizations are becoming increasingly involved in messaging around this topic. We are also seeing Hollywood tell more living donation storylines, to varying degrees of success. The work of Donate Life Hollywood is vitally important to helping the entertainment industry tell accurate and compelling stories that speak to the power of donation and the precious gift of life.”
OneLegacy is a nonprofit organization dedicated to saving lives through organ, eye and tissue donation in seven counties in Southern California: Los Angeles, Orange, Riverside, San Bernardino, Ventura, Santa Barbara and Kern. It serves more than 200 hospitals, 11 transplant centers, a diverse population of nearly 20 million, donors and families across the region, and waiting recipients across the country. For more information, visit onelegacy.org.