The channel will screen documentary Saving a Stranger on 19 October in a bid to highlight the ‘desperate shortage' of bone marrow donors among minority groups.
Head of PR and marketing James Matheson said he had briefed the channel's first agency, FNIK PR, to run a campaign in minority press and online.
‘FNIK will highlight the issues covered by the documentary and target specialist media to encourage people to get involved,' he said.
The programme highlights the plight of 12-year-old Yvette Gate from Bristol, whose only chance of survival is a bone marrow transplant. It also tells the story of Asma Meer, who set up Ibrahim's Appeal to find a donor for her three-year-old son, who later died.