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Lifetime Broadens ‘End Violence’ Campaign

With the advent of April -- National Sexual Assault Awareness and Prevention Month -- Lifetime Television is rolling out new original programming, celebrity public-service announcements and multiplatform content.

The initiative builds on the network’s annual End Violence Against Women campaign, now in its seventh year.

Included in the effort: screenings and events in communities and on college campuses around the country; a partnership with Oscar-winner Nicole Kidman and the United Nations Development Fund for Women; a viral campaign headlined by Grammy Award winner Martina McBride; and a partnership with Grammy winner Christina Aguilera on her Back to Basics tour.

Through Comcast’s video-on-demand service, the network will offer interviews and other documentary footage on The Debbie Smith Act. On-demand fare premieres April 23 at 9 p.m.

In addition, a new microsite is now available through LifetimeTV.com with access to the Debbie Smith special, celebrity PSAs, a petition urging Congress to fund prevention programs and access to Lifetime’s downloadable viewer’s guide, A Life Interrupted.

XM Satellite Radio also partnered to air Lifetime’s PSAs and interviews. And iTunes agreed to channel all proceeds from A Life Interrupted to designated charities in April, while other fund-raising will take place via referred sales on Amazon.com and Lifetime’s downloadable application on Sprint Nextel.