[10/02/07 - 06:23 PM]
Celebrities and Notables from the Worlds of Film, Television, Music and Sports Join Lifetime Television's 13th Annual Multi-Platform 'Stop Breast Cancer for Life' Campaign
Fran Drescher, Daisy Fuentes, Whoopi Goldberg, Patti LaBelle, Ricki Lake, Reba McEntire, Mya and Holly Robinson Peete are among those participating.

[via press release from Lifetime]

Celebrities and Notables From the Worlds of Film, Television, Music and Sports Join Lifetime Television's 13th Annual Multi-Platform 'Stop Breast Cancer For Life' Campaign

Whoopi Goldberg, Reba McEntire, NFL Players Among Stars Participating in PSA Campaign Created by Breast Cancer Survivors: Advertising Legend Linda Kaplan Thaler, Renowned Photographer Mary Ellen Mark and Cancer Vixen Author Marisa Acocella Marchetto

Partnership with iTunes for First-Ever 'Sneak Peek' of a Lifetime Original Movie, 'Matters of Life & Dating,' Starring Ricki Lake and Holly Robinson Peete, Which Premieres October 22nd and Includes Original Song Recorded by Grammy Award-Winner Mya

NEW YORK, Oct. 2 -- Lifetime Television's 13th annual "Stop Breast Cancer for Life" campaign gives new meaning to the word "bra" -- slang for "friend" -- when celebrities and notables from the worlds of film, television, music and sports, ranging from Fran Drescher, Daisy Fuentes, Whoopi Goldberg, Patti LaBelle, Ricki Lake, Reba McEntire, Mya, Holly Robinson Peete to a William Morris Agency executive and an ABC News Executive Producer to NFL stars Ronde Barber and Jake Delhomme, all share their very personal connections to breast cancer and lend their talents to the network's largest ever, multi-platform public awareness and advocacy campaign running throughout National Breast Cancer Awareness Month in October.

Informed by the leading breast cancer advocacy organizations, the new "Be My Strength, Be My Support, Be My Bra" on-air, online and print creative was developed by advertising executive Linda Kaplan Thaler, award-winning photographer Mary Ellen Mark and Cancer Vixen author Marisa Acocella Marchetto -- all breast cancer survivors -- to encourage more women and men to become part of a support system to promote early detection, donate to or volunteer for local charities and offer hope and friendship to those facing breast cancer. All three creators appear in the spots, as well as other survivors, activists and celebrities including Goldberg.

The campaign also includes its first-ever theme song -- "My Bra" -- written specifically for Lifetime's effort by multi-platinum songwriting sensation Kara DioGuardi (Christina Aguilera, Gwen Stefani, Celine Dion, Carrie Underwood, Faith Hill) and Grammy-winning producer/songwriter James Poyser (Common, The Roots/Erykah Badu, Lauryn Hill), and recorded by Grammy Award-winning singer Mya, whose mother is a breast cancer survivor. The song is featured in various on-air and online elements of the campaign, including its programming centerpiece, the specially-themed Lifetime Original Movie "Matters of Life & Dating," premiering Monday, October 22 at 9PM (ET/PT). The movie stars Ricki Lake as a single woman living with breast cancer who relies on help from her friends, including co-star Holly Robinson Peete, who returns to the dating scene following her mastectomy.

Lifetime Digital contributes to the campaign with a new version of its 2006 award-winning "Stop Breast Cancer for Life" mini-site on LifetimeTV.com along with offering both the song "My Bra" and the first-ever "sneak peek" of a Lifetime Original Movie "Matters of Life & Dating" on iTunes. This year's "Stop Breast Cancer for Life" initiative is sponsored by Lean Cuisine, Campbell's, Payless and Cancer Treatment Centers of America, with advertising support online from Lean Cuisine and Arimidex (AstraZeneca).

As well, Comcast, Time Warner, Cox, Charter, Cablevision, Insight, Bright House, Mediacom, Suddenlink, CableOne plus many others are participating in the initiative, reaching over 100 million homes -- the most ever for the campaign. Lifetime also teamed up with Comcast and breastcancer.org to create a VOD and broadband campaign entitled Breast Cancer Hope, which offers viewers new, original educational content featuring Dr. Marissa Weiss, founder of breastcancer.org; a behind-the-scenes look at BRIDES Magazine's "Something Pink" fundraising effort featuring top designers such as Oscar de la Renta and Nicole Miller; and original movies and episodes of series previously aired on Lifetime Television.

"For 13 years, Lifetime has taken the lead in the cable industry by raising awareness of this terrible disease which claims the life of one woman every 13 minutes. This year, we are honored to work with a veritable who's who of stars contributing their talents, along with partnerships with nearly 200 distributors, advertising sponsors and 12 leading non-profit organizations, all banding together to fight breast cancer," said Meredith Wagner, Executive Vice President, Public Affairs, Lifetime Networks.

Highlights of Lifetime's 2007 "Stop Breast Cancer for Life" Campaign


* Lifetime Original Movie: "Matters of Life & Dating," premiering Monday, October 22, at 9PM (ET/PT).

* PSAs: "Bras" featured in the spots airing throughout October include Whoopi Goldberg supporting William Morris Agency executive Cara Stein; Welcome to Your Crisis bestselling author Laura Day with ABC News Executive Producer Jessica Stedman Guff; Fran Drescher posing to underscore the support she is offering women in her new Cancer Schmancer Movement; Daisy Fuentes advocating for her mother, a 20-year survivor; Carolina Panthers quarterback Jake Delhomme honoring the memory of his loved ones; and Tampa Bay Buccaneers star Ronde Barber spotlighting his mother.

* Breast Cancer Awareness Vignettes: Reba McEntire, Patti Labelle, Mya, Ricki Lake and others appear in spots throughout the month to encourage viewers to get involved and make a difference.


* The Stop Breast Cancer for Life mini-site (http://www.lifetimetv.com/community/my-lifetime-commitment/breast-cancer) on LifetimeTV.com provides articles, features, video, photos, quizzes, blogs, message boards and more.

* Lifetime is working with iTunes, the world's most popular online music and video store, to provide a sneak peek of the LOM "Matters of Life and Dating." Both the movie and Mya's song "My Bra" will be available only on iTunes. All of Lifetime's proceeds of October downloads will go to charities supporting breast cancer awareness.

* In addition to adding their name to the viral "end drive-through mastectomies" petition, Lifetime's audience can create virtual characters to join hands in an unbroken circle of support in a fun, interactive activity.

* Real Arcade, Lifetime's partner in such popular downloadable games as Sally's Salon, is pledging $1 to the cause for each of the first 50,000 installations of the Lifetime Real Arcade application in October.

* The Lifetime Smilebox application offers an easy way to send loved ones a free digital reminder to get a mammogram featuring the visitors' own photos, videos and music. Visitors can also inspire others with their story of survival, celebration, or remembrance with a special digital scrapbook. Both designs give recipients a one-click opportunity to sign the online petition to pass the Breast Cancer Protection Act of 2007. Lifetime and Smilebox will donate proceeds to the cause.

* The "Be My Support, Be My Bra" photo gallery features 12 of Mary Ellen Mark's images.

* The Daily Pink, a popular breast cancer blog features news on medical research, celebrity advocates and survivors, and ways to take action.

* Lifetime's audience can also use their mobile phones to show support by texting PINK to 58463 and sending the name of a loved one to appear on- air or online.

* Sprint is also supporting the cause by featuring engaging breast cancer awareness content on their WAP site in support of Lifetime's downloadable application.

* XM Radio will feature Lifetime's partners, experts, and celebrities in interviews as well as running Lifetime PSAs throughout the month of October.


* Heroes Celebration: On Tuesday, October 16th, Lifetime hosts the annual "Heroes" reception in Los Angeles, sponsored by Lean Cuisine, honoring the courageous breast cancer survivors, advocates and community leaders who are helping to make a difference. In addition, local advance screenings and awareness nights are being held in select markets.

* "Be My Strength, Be My Support, Be My Bra" Calendar: The unique calendar features the photographs of Mary Ellen Mark, interspersed with inspiring and educational information about early detection, treatment and ways to get involved in the cause. The brochures are being distributed throughout the country via Lifetime's hundreds of non- profit and distribution partners, including on college campuses by Zeta Tau Alpha, as well as in all 50 Betsey Johnson stores, as Betsey, herself, is a breast cancer survivor.

* NFL Partnership: Lifetime and the NFL are teaming up to highlight breast cancer awareness at home games of participating teams on October 7th and October 14th. A co-branded PSA with cancer advocate and football fan Fran Drescher will run on jumbotrons and "Stop Breast Cancer for Life" tattoos will be given to fans.


* Ending Drive-Through Mastectomies: With more than 20 million signatures collected on Lifetimetv.com, the network continues to add to this largest petition drive ever and deliver these voices to Congress to urge them to pass the bipartisan Breast Cancer Protection Act of 2007. The legislation would end the practice of "drive-through" mastectomies, where women are sometimes forced to leave the hospital within hours following their surgeries even if they and their doctors feel they are not ready to go home.


Lifetime's campaign is informed and supported by leading breast cancer advocacy groups, including:

* The Anastacia Fund, Breast Cancer Action, The Breast Cancer Research Foundation, breastcancer.org, National Breast Cancer Coalition, Nueva Vida, SHARE (Self-Help for Women with Breast or Ovarian Cancer), Sisters Network, Inc., Y-ME National Breast Cancer Organization, the Young Survival Coalition and Zeta Tau Alpha.

Lifetime is the leader in women's television and one of the top-rated basic cable television networks. A diverse, multi-media company, Lifetime is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. Lifetime Television, LMN, Lifetime Real Women and Lifetime Digital (including LifetimeTV.com) are part of Lifetime Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.

SOURCE Lifetime Networks

  [october 2007]  


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