LIFETIME NETWORKS’ STOP BREAST CANCER FOR LIFE MULTI-PLATFORM PUBLIC SERVICE CAMPAIGN MARKS FIFTEENTH YEAR FIGHTING BREAST CANCER

Marking its fifteenth consecutive year supporting October’s National Breast Cancer Awareness Month, Lifetime Networks, the top women’s entertainment destination and the industry’s leading advocate for women, today unveiled its 2009 multi-platform Stop Breast Cancer for Life public affairs campaign, The Power of 15.

Lifetime, which for more than 25 years has led one of the most comprehensive public affairs efforts of any cable network, is continuing its award-winning efforts in the area of breast cancer awareness, support and prevention.  Leading the campaign are integrations of breast cancer themed storylines and important information into Lifetime’s original series, including the popular comedic drama Drop Dead Diva, the hit comedy Rita Rocks, the all-new sitcom Sherri and the unscripted health/fitness program DietTribe.

Other components include star-studded public service announcements (PSAs) featuring Lifetime talent, extensive content from Lifetime Digital and ongoing support of Lifetime’s Stop Breast Cancer for Life online petition to end “drive-through mastectomies,” the debut of four new Lifetime’s Remarkable Women vignettes that feature breast cancer heroes and advocates, as well as the premieres of films from the Love/Avon Army of Women student filmmaker competition.  The Power of 15 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.

Stop Breast Cancer for Life: The Power of 15 includes:

Breast cancer-themed storylines on Sherri (October 6 at 7PM 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 (October 11 at 9:00PM 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 (October 27 at 10:30PM ET/PT), Hallie (Natalie Dreyfuss) participates in the Avon Walk for Breast Cancer, and, on DietTribe (October 2 at 9:00PM ET/PT), fitness/health expert Jessie Pavelka talks about the importance of staying healthy to prevent breast cancer.

Seven new and exclusive PSAs featuring Heidi Klum (Project Runway), Sherri Shepherd and Rita Rocks star Nicole Sullivan offering 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.

Four new Lifetime’s Remarkable Women vignettes focusing on breast cancer heroes.  Sponsored by Bayer, the spots profile Representative Debbie Wasserman Schultz (D-FL), 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.

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 the U.S. 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 the Company’s flagship site, myLifetime.com, including streamed Lifetime Original Movies Matters of Life & Dating and the Emmy® Award-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 popular 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’s 15 national partners in the campaign include 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 for The Cure, My Vision Foundation, Nueva Vida, Prevent Cancer Foundation, SHARE, Sisters Network, Inc. and Young Survival Coalition

Through an exclusive initiative between Lifetime and Vespa motor scooters, Vespa USA will donate a special edition pink LX 50 scooter to each partner organization.  Each organization is creating its own unique Vespa-fueled fund-raising initiative, from online auctions to special events and membership incentives.  All monies raised will go directly to the charities.

Lifetime’s distribution partners in more than 120 markets helping raise awareness through a specialized Stop Breast Cancer for Life affiliate outreach campaign.

Tags: breast cancer, Breast Cancer Awareness, Lifetime, tv