NICU Series, World Premiere on Discovery Health July 15th
Farmers Insurance has partnered with Discovery Health and the March of Dimes on NICU, a world premiere television series that follows the experiences of babies fighting for their lives in a newborn intensive care unit. Farmers also plans its fifth annual Be a Hero for Babies DaySM, on July 22, 2010, when it challenges agents and employees to raise more than $2 million in a single day to support research and educational programs, as well as provide information and comfort to families with a baby in the NICU.
NICU premieres Thursday, July 15, at 10 PM (ET/PT) on Discovery Health. The series follows real families as they experience the roller coaster of emotions that come with having a baby born too soon or with other complications. During the broadcast, viewers can use their mobile devices to text the word “hero” to 20222 to donate $5 to the March of Dimes. The series is being presented in partnership with March of Dimes. Some promotional elements of this partnership includes:
March of Dimes educational information on the NICU series website to support families - http://health.discovery.com/tv/nicu/
Live Facebook chats with March of Dimes experts during the show for the first two weeks to answer viewers questions
Provision of posters and flyers about the series to NICU Family Support sites
One of the three hospitals featured is a NICU Family Support Center site (Rainbow Babies and Children’s Hospital in Cleveland), and the kiosk is in at least one episode.
One IPM (lower third graphic banner) per show that highlights March of Dimes educational content or promotes text donations
NICU show promos to say “NICU is presented in partnership with the March of Dimes.”
Prematurity Awareness PSA running as available through November
The “Be a Hero for Babies Day” fundraiser will begin early in the morning on July 22. Farmers Insurance employees, agents and district managers are holding a variety of fundraising events in local communities across the country to support March of Dimes research and programs. Anyone can also make a donation to the March of Dimes online at marchofdimes.com/farmers.
For more information on NICU, contact Brittney Gove. For more information on Farmers Be a Hero for Babies Day, contact Shelley Hutsler.
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