Lifetime Networks' 'Stop Breast Cancer for Life' Multi-Platform Public Service Campaign Marks Fifteenth Year Fighting Breast Cancer

Lifetime Networks' 'Stop Breast Cancer for Life' Multi-Platform Public Service Campaign Marks Fifteenth Year Fighting Breast Cancer

'Stop Breast Cancer for Life: The Power of 15' Features Breast Cancer Themed Storylines in Lifetime Programming, PSAs, Partnerships with Non-Profits As Well As Vespa USA and Affiliates, Wide-Ranging Digital Efforts, Vignettes and Student Filmmaker Contest with Love/Avon Army of Women myLifetime.com's Online Petition to End 'Drive-through Mastectomies' Boasts More than 24 Million Signatures to Date

LOS ANGELES, Oct. 1 /PRNewswire/ -- 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.

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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.     About Lifetime Networks  

Lifetime Networks is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television®, Lifetime Movie Network®, Lifetime Real Women® and Lifetime Digital(TM) (which includes myLifetime.com, LMN.tv, Lifetime Games, Roiworld.com, DressUpChallenge.com, MothersClick.com and LifetimeMoms.com) are part of Lifetime Entertainment Services, LLC, a subsidiary of A&E Television Networks, LLC. A&E Television Networks is a joint venture of the Disney-ABC Television Group, Hearst Corporation and NBC Universal.

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Source: Lifetime Television

CONTACT: Les Eisner, +1-310-407-8526, leisner@lifetimetv.com, or Cindy
Ronzoni, +1-310-407-8525, cronzoni@lifetimetv.com, both of Lifetime
Television

Web Site: http://www.lifetimetv.com/
http://www.mylifetime.com/

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Profile: International Entertainment