March 8, 2021
(Los Angeles) — Terasaki Institute for Biomedical Innovation has joined the OneLegacy Foundation and other like-minded organizations from around the country to help create an important public service announcement and website encouraging people to consider being a living kidney donor. The #BeLikeGina campaign launches this week in conjunction with National Kidney Month and is connected to CBS’s highly-acclaimed BPositive program.
The #BeLikeGina PSA will air on March 11, 18 and 25 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 living 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 Terasaki Institute for Biomedical Innovation and other partnering organizations.