Network Employees, Viewers and Beyond Are Invited to Join in Supporting the

American Red Cross as a Nation of “Do-ers” – Doing One’s Part to Help Others Through

Donations of Blood, Time and Money

The Multiplatform Initiative Across CBS’ Entertainment, News and Stations, and Sports Divisions Kicks Off Tomorrow with an Array of On-Air, Digital and Social Activations, Including a Special Segment on “Big Brother,” a CBS/Red Cross Partnership Video Featuring the John Legend Song “I Do,” and a “We Do It For…” Spot Running Digitally in Times Square, Socially and On-Air

Click HERE for a Sneak Peek of the Segment on Tonight’s “Big Brother”

Click HERE for the 1st CBS/Red Cross Partnership Video Featuring John Legend’s Song “I Do”

Click HERE for “We Do It For...” Spot Running Digitally in Times Square, Socially and On-Air

CBS announced today a partnership with the American Red Cross to put the “Do” in Donation, with the goal of generating donations through blood, time or money in support of the organization’s widespread life-saving endeavors, disaster relief efforts and more. The campaign, which kicks off this week and continues well into the upcoming new television season, is designed to inspire communities of “do-ers” by helping drive awareness, unity and action among the Network’s employees, viewers and beyond. Employees and viewers can go to for specifics on how to get involved.

The multiplatform endeavor across CBS’ entertainment, news and stations, and sports divisions kicks off this week with an array of on-air, digital and social content. Tonight (August 25) on “Big Brother,” a special segment will involve the Houseguests working together in support of the Red Cross. Tomorrow’s live episode will showcase the CBS/Red Cross partnership intro video (featuring John Legend’s appropriately named song “I Do”), and host Julie Chen Moonves will announce an added effort by the show to do something for the cause. Additionally, digitally in Times Square, socially and on-air, the Network will run an upbeat “We Do It For…” video montage of an assortment of beloved CBS characters with their on-screen friends and family members as a means of depicting why – and for whom – people should, and do, strive to make a difference.

The next phases of the campaign will incorporate:

There’s clearly never been a greater need for the life-saving efforts and blood of the American Red Cross,” said Mike Benson, President and Chief Marketing Officer, CBS. “CBS is proud to partner with this tireless organization, and we hope that our campaign not only galvanizes people to donate to the Red Cross in some fashion during these particularly challenging times, but also inspires them to be involved for years to come.”

In moments of darkness and devastation, we find hope and healing by helping each other,” said Rosy McGillan, Chief Marketing and Communications Officer for the Red Cross. “Today, communities across the country face incredible challenges – raging wildfires in the West and powerful storms in the Atlantic – while blood supply challenges persist and the COVID-19 pandemic once again overwhelms our health systems and targets those most vulnerable. Help has never been needed more, which is why the Red Cross is grateful to partner with CBS as we come together as a nation to ‘do’ what we can to lift up and support one another during this difficult time.”

Red Cross facts and calls to action/information to donate in various ways follow:










About CBS:

CBS, a subsidiary of ViacomCBS, creates and distributes industry-leading content across a variety of platforms to audiences around the world. The Company has businesses with origins that date back to the dawn of the broadcasting age as well as new ventures that operate on the leading edge of media. It includes some of the industry’s most successful and popular brands and businesses: CBS Television Network, CBS News and Stations, CBS Sports, CBS Studios, CBS Media Ventures and CBS digital properties.

About the American Red Cross:

The American Red Cross shelters, feeds and provides comfort to victims of disasters; supplies about 40% of the nation's blood; teaches skills that save lives; distributes international humanitarian aid; and supports veterans, military members and their families. The Red Cross is a nonprofit organization that depends on volunteers and the generosity of the American public to deliver its mission. For more information, please visit or, or follow us on Twitter at @RedCross.

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CBS Marketing Contact:

Barbara Abseck

Red Cross Media Contact:

Public Affairs Desk