Soaps to plug registration org in exchance for promos
NEW YORK — CBS’ soap operas are teaming up with the nonpartisan Rock the Vote in a partnership designed to educate younger viewers about the importance of hitting the polls on Nov. 2.In return, Rock the Vote will promo CBS’ daytime lineup when throwing numerous registration and voting rallies around the country — all jammed with potential younger viewers. All four Eye soap operas — “As the World Turns,” “The Bold and the Beautiful,” “Guiding Light” and “The Young and the Restless” — will incorporate the Rock the Vote message into their storylines, using character dialogue and signage around the fictional towns, among other things. Unusual voter registration campaign bows Aug. 20 when a new recreation center opens on “TYTR,” complete with a Rock the Vote registration table. CBS also will dispatch its soap stars, and particularly younger thesps, to Rock the Vote rallies. “It is a way to get our younger actors out there,” CBS Daytime spokeswoman Beth Haiken said. CBS also plans on airing several voter registration PSAs as part of the campaign.