Lifetime Fights Breast Cancer

Cable World, May 1, 2000 by Rani Long

Lifetime Television is continuing its long history of cause-related marketing and will focus on three campaigns under the umbrella "Our Lifetime Commitment."

On and off the air, Lifetime continues to create awareness about breast cancer in its sixth year of the award-winning "Lifetime Commitment: The Fight Against Breast Cancer." Teaming with the National Breast Cancer Coalition (NBCC), Lifetime hopes to collect one million signatures to support political leaders who focus on legislation that will help stamp out breast cancer. In the

six-month campaign Lifetime is sponsoring NBCC's national drive, giving local affiliates opportunities to participate in events supporting the cause "Make Breast Cancer History: Vote!" A celebrity fundraising concert marking the campaign's culmination is planned in October, with the last couple of signatures being received from the performers.

Lifetime expects another year of strong participation for the "The Fight Against Breast Cancer" campaign, which last year corralled 1,600 affiliates to partner with the network in its efforts. Extensive original programming plus public service announcements and educational activities will air on Lifetime as well as online at lifetimetv.com. All cable networks will have an opportunity to add their voices to the cause, as the first stop on the drive is the NCTA in New Orleans next week.

Besides getting viewers to vote for health legislation, Lifetime is encouraging women to vote in the Presidential election in November. Kicking off "Every Woman Counts" in New Hampshire last January, the first town hall meeting of the election season featured the presidential candidates discussing women's concerns. Lifetime has brought together Team 2000, consisting of 75 women from every state to discuss issues from women's health to education. The group posts reports online each week. Some of the women will also report election-related developments on Lifetime Live, the network's new daily information program.

This month, Lifetime will launch a public awareness campaign designed to empower women by raising self-esteem. "Strong Women" will feature programming focusing on remarkable women and their achievements. It will air in conjunction with the network's profile series Intimate Portraits, which centers on women overcoming obstacles.

Meredith Wagner, SVP-public affairs at Lifetime, says, "We spent a lot of time listening to women and listening to our viewers. They are not only informing the issues we are embracing, they are telling us they want Lifetime to help them get heard ... to collect their voices and amplify them.