Fiction Benefits Real Kidney Patients

The season finale of NBC’s “30 Rock” highlighted a familiar scenario – the problem of a relative (Alec Baldwin) who was striving to find a matched kidney donor, in this case for his TV father. A chorus of popular musicians gathered at a benefit written into the show to sing “We Need a Kidney.” Reality enters and takes over because the TV shows’ producers actually teamed with Apple’s iTunes Store to distribute a music video of the star-studded song. The video is available on iTunes’ “30 Rock” page, and all proceeds from purchasing and downloading the video will benefit the National Kidney Foundation, according to its web site.