SURVIVOR AND HEIFER INTERNATIONAL JOIN FORCES TO FIGHT HUNGER AND POVERTY

CBSStore.com Designer T-Shirt Will Raise Funds for Heifer's Work in Brazil

NEW YORK - April 9, 2009 - CBS Consumer Products, a unit of CBS Entertainment, will join with HEIFER INTERNATIONAL, which uses livestock to combat hunger and poverty in more than 50 countries around the world, in a partnership to raise awareness and fight hunger in conjunction with the 18th season of "Survivor" set in Tocantins, Brazil.

When fans donate to Heifer through CBSStore.com, the money will be used to help fund an agriculture/ecology project in Brazil that helps impoverished farmers increase their farm output and incomes while protecting and improving the environment.

The main elements of the partnership include:

• Creation of a new limited edition designer t-shirt featuring the show's iconic catchphrase of "Outwit, Outplay and Outlast." For every shirt purchased, the CBS Store will donate $5 to help fund Heifer International's Ecological Consciousness Project in Brazil. This special project helps farmers learn environmentally healthy ways to produce nutritious foods, as well as develop ways to improve cooperation and organization of small farmers in settlements in agrarian reform areas of Brazil.

The HEIFER-Survivor t-shirt is being sold exclusively through CBSStore.com for $26.95.

A contest to win a trip to see Heifer's projects in one of the more than 50 countries where Heifer works around the world will be conducted on the website during April and May. The winner will join a Heifer study tour group to learn about solutions to hunger and poverty that really work. The winner will also receive a Survivor T-shirt and a one-of-a-kind custom etched Survivor iPod

• In addition, visitors to CBSStore.com will be able to make contributions directly to Heifer International, which has a unique and powerful solution to the problems of hunger and poverty that relies on the hard work and initiative of the people themselves who are living in poverty.  By training rural people to use livestock and crops together to increase small farm production, Heifer empowers hungry people to double or triple their livelihoods and then "Pass on the Gift" of offspring of their cows, goats and other animals to others in their communities, extending the reach of Heifer's work and maximizing every donor dollar. Brazil is one of Heifer's project countries, where its work helps rural people with food security and increased incomes.

"We're really happy to partner with Survivor, one of the most popular reality shows in television history," said Heifer's President and CEO Jo Luck from Heifer's headquarters in Little Rock, Arkansas.  "Our participants in many ways are experts at survival against the odds - living in difficult environments often with not enough resources to improve their situations until Heifer is invited in and provides cows or llamas or other resources like bees and trees so that progress toward larger goals becomes possible. So thank you, Survivor, for helping us reach out to a new, broader audience for support."

In the groundbreaking Survivor series, contestants are stranded in a remote location and divided into tribes who compete against each other in various physical and mental challenges, with the losing team forced to vote a member of their own tribe off the island. The goal is to outwit, outplay and outlast the other contestants to be the last man/woman standing and win the title of Sole Survivor, along with $1 million.

The 18th season of the Survivor franchise, "Survivor Tocantins," currently airs on Thursdays at 8 p.m ET/PT on the CBS Television Network.

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About HEIFER INTERNATIONAL:

Heifer's mission is to end hunger and poverty while caring for the earth. For more than 60 years, Heifer International has provided livestock and environmentally sound agricultural training to improve the lives of those who struggle daily for dependable sources of food and income. Heifer is currently working in more than 57 countries, including the U.S., to help families and communities become more self-reliant. Since 1944 it has helped more than 45 million people through training in livestock development and livestock gifts that multiply. Every gift of an animal provides benefits such as milk, eggs, wool and fertilizer, increasing family incomes for better housing, nutrition, health care and school fees for children. Recipients "Pass on the Gift" of the offspring of their cows, goats and other livestock to others in an ever-widening circle of hope.

For more information, visit http://www.heifer.org/, or call 1-800-696-1918.

About CBS Consumer Products:

CBS Consumer Products, a unit of CBS Entertainment, manages worldwide licensing and merchandising for a diverse slate of television brands and series from CBS, CBS Paramount Network Television and CBS Television Distribution, as well as from the company's extensive library of titles.  Additionally, the group oversees the CBS Retail Store and online sales of programming merchandise.  For more information, visit http://www.cbs.com/.

The Partnership will support this Heifer International Project:


Ecological Consciousness:

Strengthening Agroecological Production and Cooperation in Northeast Brazil, 2009-2014

 (Total cost of the project when fully funded: $332,218)


This project will help agroecological (practicing farming in an environmentally sound way) production of healthy foods, as well as develop ways for cooperation among small farmers in settlements in agrarian reform areas of Brazil. Strongly emphasizing the development of sustained educational processes, the project will build technical capacities and organization of rural leaders in settlements in two states in northeast Brazil: Paraiba and Rio Grande do Norte. Educational work with small farmers will help develop two pilot experiences in agroecological production and cooperation, directly involving 50 families. In addition to producing diverse foods, improving family nutrition and caring for the environment, these experiences will play an educational role by spreading agroecological practices to other communities. The project also includes vocational training in agroecology for rural agricultural technicians, who will increase their knowledge and promote adoption of agroecological practices throughout Brazil. In the course of three years, these educational processes will directly train 230 people and involve 1,250 more individuals in multiplying and transmitting trainees' knowledge and experiences, while at least 12,000 will be impacted indirectly.

For More Information and Artwork of the T-Shirts Please Contact:

 

For HEIFER INTERNATIONAL:

  

Marleen New or Ray White

Heifer International, Little Rock, AR

Tel: 1800-696-1918 or + 501-907-2966

marleen.new@heifer.org

 

For CBS Consumer Products:

 

JP Shields

Bender / Helper Impact

Tel: (212) 689-6360

JP_Shields@bhimpact.com