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Highlights:

Robin Roberts and GMA launch public service announcement to raise awareness of the need for marrow donors

Be The Match is global leader in facilitating bome marrow and umbilical cord blood transplant

September 27 2012

As a broadcast journalist, Robin Roberts has asked some tough questions of famous people, including athletes, business leaders and even the president. But in a series of new public service announcements (PSAs), she asks ordinary people across the country: “If you had the power to save a life, would you?”

The new campaign, which includes the PSAs as well as outdoor advertisements, is part of Robin’s effort to raise awareness for Be The Match®, the global leader in providing bone marrow and umbilical cord blood transplants to patients with leukemia, lymphoma and other life-threatening diseases. Robin herself recently underwent a bone marrow transplant to treat myelodysplastic syndrome (MDS), a disease also known as pre-leukemia.

“I have a chance to survive blood cancer because my big sister answered ‘yes’ to being my marrow donor,” Robin explains in a 30-second TV spot that premiered earlier today on Good Morning America. “You can join the Be The Match Registry® today at BeTheMatch.org, and stand ready to cure someone with a disease like leukemia.”

Robin’s awareness efforts also include a radio PSA. Additionally, Good Morning America unveiled one of several outdoor advertisements produced by Be The Match that will soon be on display in New York City and Atlanta. The ads will appear in and on buses, around subway entry and exit points throughout New York City, and throughout the MARTA transportation system in Atlanta. The ads feature Robin, and encourage the public to “be someone’s cure” by joining the nation’s Be The Match Registry as potential marrow donors.

Unlike Robin, most patients do not have matching donors within their families. That’s why Be The Match’s mission is so vital. The nonprofit organization connects patients with donors – people from all backgrounds willing to help any patient in need – and facilitates life-saving transplants.

After announcing her diagnosis in June 2012 on Good Morning America, Robin joined forces with Be The Match to inform the public about the critical need for more young, diverse donors.

Robin’s story has triggered an outpouring of support from across the nation. In the months following her initial appeal, more than 44,000 people have joined the Be The Match Registry. On Good Morning America, Robin and her colleagues continue to raise awareness by featuring stories about transplant recipients and bone marrow donors and educating viewers about the donation process.

Robin continues to demonstrate her commitment and concern for all patients in need,” said Jeffrey W. Chell, M.D., chief executive officer of Be The Match. “Robin’s will to thrive gives hope to countless patients who are also battling life-threatening diseases.”