LOS ANGELES - Ahead of its April 2 season opener, Major League Soccer club Chivas USA has teamed up with the American Red Cross and LA Care Health Plan in an innovative joint campaign entitled 'It's in Your Blood', aimed at encouraging Latinos to donate life-saving blood on a regular basis, while educating the general public about blood shortages. The campaign, which among other elements includes a special Public Service Announcement featuring Chivas USA forward and two-time World Cup veteran Francisco 'Paco' Palencia, was officially launched today in a press conference held at the Red Cross Center in East Los Angeles.
'Está en Tu Sangre' ('It's in Your Blood') is Chivas USA's official slogan for its second season in MLS, set to kick off on Sunday, April 2 at 4:00 p.m. when Chivas USA takes on Real Salt Lake at The Home Depot Center in Carson, California. The slogan captures the pride and passion of the team's ardent fanbase, while underscoring the proud Chivas tradition inherited from sister team Club Deportivo Guadalajara, which this year celebrates 100 years of existence as Mexico's most popular soccer club. For Chivas USA tickets, starting at just $10 a game, call 1-877-CHIVAS-1 or visit www.cdchivasusa.com.
"Chivas USA is proud to join the American Red Cross and LA Care Health Plan in launching 'It's in Your Blood', a unique campaign that celebrates both the spirit of our organization and its commitment to the community. We encourage fans not only to come out and support their team starting April 2, but also to make a difference by taking time to donate blood," said Chivas USA Senior Vice President and General Manager Whit Haskel.
Latinos represent nearly 40% of Southern California's population, but they only account for about 20% of the region's blood donors. The American Red Cross Southern California Blood Services Region is continually striving to help create awareness among the Latino community about the need for blood in Southern California. In Southern California, the organization uses over 1000 pints of blood each day. Forty percent of this blood is imported from other states because not enough is collected to support the need for patients in the Southern California region.
"We have seen significant increases in Latino blood donations, especially over the past two years," said Cliff Numark, Director of Donor Recruitment. "But clearly we need to do a better job in reaching out to Latino groups. That is why we are embarking on this initiative."
Today's blood drive will be followed by three other major drives throughout the Greater Los Angeles area:
March 15, 2006 - 12:00 p.m. to 7:00 p.m.
American Red Cross (Pomona Facility)
100 Red Cross Circle
Pomona, CA 91786
March 28, 2006 - 12:00 p.m. to 7:00 p.m.
American Red Cross (Santa Ana Facility)
1518 Brookhollow Drive, Suite 15
Santa Ana, CA 92705
May 27, 2006, 12:00 PM to 7:00 PM
The Home Depot Center
18400 Avalon Blvd.
Carson, CA 90746
To donate blood, one must be 17 years or older, weigh at least 110 pounds or 50 kilograms, and be in good health.
To make an appointment to donate blood, to sponsor a blood drive, or to volunteer, please call 1-800-GIVE-LIFE or 1-866-POR-VIDA. To help get involved in the Latino outreach initiative, please call Héctor Calderón, American Red Cross Public Affairs Associate at 909-859-7360.
About the American Red Cross
Since its founding in 1881 by visionary leader Clara Barton, the American Red Cross has been the nation's premier emergency response organization. As part of a worldwide movement that offers neutral humanitarian care to the victims of war, the American Red Cross distinguished itself by also aiding victims of devastating natural disasters. The Red Cross distributes over 800,000 blood components, such as red cells, plasma and platelets, each year. Of the more than 400,000 red blood cells that are distributed each year, 34% are imported from other Red Cross blood centers. As a result, Southern California patients are dependent upon the availability of blood components from other parts of the country. In times of shortage, out-of-state Red Cross blood centers attempt to meet local blood needs, yet local blood shortages have plagued Southern California for many years. The Latino population is critical to the long-term safety of Southern California. Blood type, like eye color, is an inherited trait and the prevalence of blood types differs among ethnic groups. About 60% of Southern California's Latino population has type O blood - the blood type in greatest demand because it is the universal donor. As the Latino population continues to increase in Southern California, so does the need for type O blood. Unless there are more Latino blood donors, it will be extremely difficult, if not impossible, to meet the need for type O blood.
About Chivas USA
Founded on August 2, 2004, Club Deportivo Chivas USA is the U.S.-based sister team of Club Deportivo Guadalajara, popularly known as 'Chivas', Mexico's most beloved professional soccer club. Chivas USA, which celebrated its inaugural season as a Major League Soccer expansion club in 2005, will play its home opener of the 2006 season on April 2 against Real Salt Lake at The Home Depot Center. Bringing a different approach to the world of professional sports in the U.S., Chivas USA not only fields teams in Major League Soccer and the MLS Reserve Division, it also runs such innovative programs as the Chivas USA Futbol Academies and other soccer education initiatives; the ChivaTown fan zone, ChivaGirls dance team and other aspects of Chivas USA's vibrant gameday experience; and the Fundación Chivas de Corazón USA, the team's own 501(c)3 non-profit organization, and other community outreach programs and alliances. Chivas USA is based in Carson, California and is owned by Mexican businessmen Jorge Vergara Madrigal and Antonio Cué Sánchez-Navarro, who also serves as the team's president. For tickets, a 2006 game schedule, and information on Chivas USA's April 2 season opener, call 1-877-CHIVAS-1 or visit www.cdchivasusa.com.
