The Young and The Restless to Promote Meningitis Vaccination Awareness  10/3/06

CBS'S "THE YOUNG AND THE RESTLESS" TO PROMOTE MENINGITIS VACCINATION AWARENESS THROUGH STORY INVOLVING COLLEGE-AGED CHARACTERS

CBS Cares PSAs Featuring Actor Bryton To Be Broadcast Tuesday, Sept. 26

The Number One daytime drama THE YOUNG AND THE RESTLESS will feature a story promoting meningitis vaccination awareness when teen character Devon Hamilton, played by Bryton, is diagnosed with meningitis, in an episode to be broadcast Tuesday, Sept. 26 on the CBS Television Network. Devon was supposed to be vaccinated before starting college, but did not get the recommended immunization. As his foster family, the Winters, hold vigil over him in the hospital, Devon's health hangs in the balance.

Bryton will record CBS Cares PSAs in cooperation with the Meningitis Foundation of America, which will be broadcast immediately following the episode. The televised messages will give more information about meningitis vaccination as well as a web address and telephone number.

Meningitis is a serious, sometimes fatal, infection causing inflammation of the membranes that protect the brain and spinal cord. Viral infections are the most common causes of meningitis. Bacterial infections are more serious. According to the Centers for Disease Control (CDC), there are nearly 3000 cases of meningococcal meningitis in the U.S. every year, 10-12 % of which are fatal. Those who survive may experience long-term consequences, such as brain damage, kidney disease, hearing loss or limb amputations. It is often recommended that adolescents be immunized at age 11-12 for this type of meningitis, which is highly contagious. However, the vaccine does not protect people against meningococcal disease caused by "type B" bacteria, which causes one-third of meningococcal cases.

The number of meningitis cases has seen the largest increase in adolescents over the past decade. College freshman who live in close quarters are at an increased risk as their immune systems can be weakened by a college lifestyle, which often involves late nights, partying, or social and educational stress.

"CBS is pleased to be able to work with the Meningitis Foundation of America to get the word out about the importance of vaccinations for teens and young adults," said Barbara Bloom, Sr. Vice President, Daytime Programs, CBS. "The repercussions this story will have on the Winters family will be far-reaching and long-lasting, and we hope viewers will be impacted by it and learning something important in the process."

"The Meningitis Foundation of American is pleased to be a part of this educational opportunity that THE YOUNG AND THE RESTLESS has provided," said Scott R. Lawson, Development Director, Meningitis Foundation of America. "By creating public awareness of the effects of meningitis and supporting prevention vaccines and treatments, THE YOUNG AND THE RESTLESS and the Meningitis Foundation of America can make great strides in the hope that this disease can be defeated and that not another person suffers this preventable affliction."

THE YOUNG AND THE RESTLESS has been the Number One-rated daytime drama for more than 17 years and is in its 34th season. The show is broadcast weekdays (12:30-1:30 PM/11:00 AM-12:00 PM ET/PT) on the CBS Television Network and is produced by Bell Dramatic Serial Company in association with Sony Pictures Television.

The Meningitis Foundation of American is a non-profit organization founded to increase awareness of meningitis and meningitis-related issues. We are dedicated to supporting sufferers of meningitis and their families. The MFA believes that the early diagnosis and proper treatment of meningitis will save lives. We provide information to the public and medical professionals in order to educate them about the dangers of meningitis. Funding for the Foundation is provided through donations by the general public, corporate matching fund, and by unrestricted educational grants. For more information please visit www.musa.org.

At the heart of CBS’s public service commitment is the multiple award-winning CBS Cares campaign, which consists of PSAs created by CBS and featuring talent from a wide array of programming. CBS Cares PSA’s have addressed numerous causes including HIV/AIDS, Alcohol Abuse, Breast Cancer, Diversity, Child Abduction, Child Abuse, Colon Cancer, Drug Abuse, Education, Literacy, Menopause, Mental Health, Mentoring, Obesity, Osteoporosis, Prostate Cancer, Violence Prevention, the V-Chip and Women's Heart Disease. With Network PSAs as its fulcrum, CBS Cares has been built into a public service project, now involving every media asset of CBS.

Source: CBS Press Release