Fox Launches Charitable Promotion for 'Red Band Society'

Red Band Society (Fox)

Stars: Octavia Spencer, Dave Annable, Griffin Gluck, Charlie Rowe, Rebecca Rittenhouse, Zoe Levin, Brian Bradley, Ciara Bravo, Nolan Sotillo
Team: Margaret Nagle, Steven Spielberg, Justin Falvey, Darryl Frank, Sergio Aguero

A diverse group of teenagers become unlikely allies and friends in this unconventional and, at times, comic high school drama, set in the pediatric wing of a hospital. This is one of the most ambitious and unorthodox shows in anyone's development this year. It represents a completely inspired way into young soap, a comedic one-hour, a hospital show, and a (surrogate) family drama.

With the Ice Bucket Challenge to raise awareness for ALS blanketing social media this month, Fox is also hoping to get some exposure for a philanthropic promotion of its own — tied to the new series Red Band Society.

Starting this Friday, and running through Aug. 22, the network will donate $1 to charity for each video, photo and GIF tied to the medical dramedy that's shared across social media, including Facebook, Twitter and Tumblr. The network plans to give as much as $100,000 over the coming seven days.

Recipients of the social promotion include The Cystic Fibrosis Foundation, Ryan Seacrest Foundation, St. Jude Children's Research Hospital, Teen Cancer America and Children's Hospital Los Angeles. Fox also stands to gain upwards of 100,000 impressions for its new series if potential fans latch onto the campaign.

Hitting the $100,000 goal would also mean the pilot episode will screen for free online for 100 hours ahead of its official Sept. 17 premiere.

This would hardly be the first time the network has sampled a fall show online before its debut, though the charity tie-in is new. It's fitting for the hospital-set show, which stars Octavia Spencer as a nurse in a pediatric wing.