The CW is using a creative advertising campaign to draw attention to its new series, The Vampire Diaries, written by Dawson’s Creek creator, Kevin Williamson. The campaign includes giveaways of mock products like “fang floss” and even blood drives.

The blood drives, which are sponsored by the American Red Cross, are taking place on more than 230 high school and college campuses around the country, according to Stephanie Millian, director for biomedical communications at the Red Cross in Washington.

Posters advertising the events feature three of The Vampire Diaries’ stars, Paul Wesley, Nina Dobrev and Ian Somerhalder, posed under the headline, “Starve a vampire. Donate blood.” It has been rumored the cast may members may even make surprise appearances at some of the  drives, giving students even more incentive to attend.

According to Millian, The Red Cross is working with The CW “to produce a public service announcements [and commercials promoting the events] that will feature members of the cast.” The partnership is “an opportunity to engage the younger members of our communities,” she added, noting that Americans ages 16 to 22 represent “25 percent of our donors.”

Check out a sneak peek below