Paul Wesley, Nina Dobrev and Ian Somerhalder Paul Wesley, Nina Dobrev and Ian Somerhalder

The CW is kicking off its new Vampire Diaries series with a very fitting marketing campaign — a blood drive.

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The "Starve a Vampire. Donate Blood" initiative, which began Aug. 25 and runs for five weeks, will hit up more than 230 high schools and college campuses across the nation. It encourages students to donate blood through the American Red Cross.

Each blood drive location will feature The Vampire Diaries-themed refreshment areas and exclusive footage will be featured on monitors. Participants will also receive swag for their good deed, including customized t-shirts.

The Vampire Diaries premieres Thursday, Sept. 10 at 8/9c.