If new technology, a connected community, being authentic, with a pay-it-forward mindset and messaging integration is our future… than Lifetime Networks is ahead of their time.
Lifetime Integrates Breast Cancer Themes in Shows
‘Stop Breast Cancer For Life’ Campaign Branches Out in 15th Year
by MCN Staff — Multichannel News, 10/5/2009 11:36:39 AM
Lifetime Networks is using breast cancer-themed storyline integration as well as public service announcements, partnerships with non-profit agencies and wide-ranging digital efforts in its “Stop Breast Cancer For Life” campaign this year.
For the 15th year of Lifetime’s multiplatform public service campaign, Lifetime is integrating breast cancer themed storylines and important information into Lifetime’s original series, including comedic drama Drop Dead Diva, comedy Rita Rocks, sitcom Sherri and the unscripted health/fitness program DietTribe.
Hallie (Natalie Dreyfuss) of Rita Rocks wins a pink Vespa from Avon Walk.
There will be PSAs featuring Lifetime talent, extensive content from Lifetime Digital and ongoing support ofLifetime’s Stop Breast Cancer for Life online petition to end “drive-through mastectomies.” Four new Lifetime’s Remarkable Women vignettes will feature breast-cancer heroes and advocates. And there will be premieres of films from the Love/Avon Army of Women student filmmaker competition.
“The Power of 15” campaign will promote 15 important tips for breast cancer risk reduction with 15 major breast cancer non-profit organizations and alliances.
Lifetime’s distribution partners will extend the campaign and its messages in communities across the country. Lifetime is working with local distribution partners in more than 120 markets to help build breast cancer awareness through a specialized Stop Breast Cancer for Life affiliate outreach campaign. The campaign is designed to be used by each MSO’s local ad sales, marketing and public affairs groups to educate their subscribers on breast cancer wellness and prevention.
Through this partnership, Lifetime has distributed customizable PSAs along with more than 1,000 point-of-purchase displays, 130,000 Power of 15 magnets outlining the 15 risk reduction and screening tips and 130,000 Lifetime branded pink ribbons to wear in support of the cause.
Viewers will see breast cancer-themed storylines on Sherri (Oct. 6 at 7 p.m. ET/PT), in which a co-worker of Sherri’s (Sherri Shepherd) engages the office to support her efforts in a breast cancer walk; and Drop Dead Diva (Oct. 11 at 9 p.m. ET/PT), when Jane (Brooke Elliott) manages a case that involves a breast cancer survivor who is dropped from a modeling contract because of her “fake” breasts.
In Rita Rocks (Oct. 27 at 10:30 p.m. ET/PT), Hallie (Natalie Dreyfuss) participates in the Avon Walk for Breast Cancer and wins a pink Vespa (pictured.)
On DietTribe on Oct. 2 , fitness/health expert Jessie Pavelka discussed the importance of staying healthy to prevent breast cancer.
Magnet With 15 Tips
Seven new and exclusive PSAs featuring Heidi Klum (Project Runway), Sherri Shepherd andRita Rocks star Nicole Sullivan, offer ways to support the fight against the disease.
Four finalist PSAs from the Love/Avon Army of Women student filmmaking competition at the USC School of Cinematic Arts and New York University’s Maurice Kanbar Institute of Film and Television will air on Lifetime.
Sponsored by Bayer, the four newLifetime’s Remarkable Womenvignettes profile U.S. Rep. Debbie Wasserman Schultz (D.-Fla.), a cancer survivor who introduced legislation to develop a national breast cancer education campaign; Dr. Funmi Opolade, professor of medicine and Human Genetics Director, Cancer Risk Clinic, University of Chicago Medical Center, who has dedicated her research to addressing the needs of African-American breast cancer patients; Alice Crisci, Founder of My Vision Foundation and a cancer survivor whose organization educates breast cancer patients about their fertility options; and Molly Elizabeth and Geri Ximenez, sisters and survivors who are dedicated to spreading prevention tips throughout the Latina community.
Vespa USA is donating a special-edition pink LX 50 scooter to each 15 national partner organizations to use in their fundraising efforts. They are: the American Cancer Society, Breast Cancer Action, Breastcancer.org, Breast Cancer Network of Strength, the Breast Cancer Research Foundation, Bright Pink, Cup With Love, Love/Avon Army of Women (part of the Dr. Susan Love Research Foundation), Susan G. Komen Race for the Cure, My Vision Foundation, Nueva Vida, Prevent Cancer Foundation, SHARE, Sisters Network Inc. and Young Survival Coalition.
The campaign includes extensive content on Lifetime Digital, which has played a major role in the rapid collection of more than 24 million signatures on Lifetime’s Stop Breast Cancer for Life online petition urging Congress to pass the bipartisan Breast Cancer Patient Protection Act. If passed, the legislation will end “drive-through mastectomies,” the practice of when women are sometimes forced to leave the hospital just hours after invasive breast surgery.
A wide-range of breast cancer resource materials available on myLifetime.com, including streamed Lifetime original movies Matters of Life & Dating and the Emmy-nominated Why I Wore Lipstick to My Mastectomy, which is based on the real-life experience of Lifetime public affairs executive Geralyn Lucas.
The movies will also be available through Lifetime on Demand.
Lifetime Digital’s online parenting community MothersClick.com will provide an outlet for women to voice their opinions and concerns surrounding breast cancer and a safe environment for those afflicted with cancer to share their feelings with others who have had similar experiences.
LifetimeMoms.com will also be highlighting the topic of breast cancer awareness throughout the month.
Lifetime Networks includes Lifetime Television, Lifetime Movie Network and Lifetime Real Women. It’s part of A&E Television Networks, a joint venture of the Disney-ABC Television Group, Hearst and NBC Universal.
John Ayers 