With original telefilm Living Proof as a centerpiece, Lifetime Networks will launch its “Stop Breast Cancer for Life” campaign for the 14th time in October, National Breast Awareness Month.
Starring Harry Connick Jr., Living Proof is the story of Dr. Dennis Slamon, the UCLA doctor who helped develop the revolutionary breast cancer drug Herceptin and his efforts to keep the trials afloat and ultimately save the lives of thousands of women. Living Proof premieres on Lifetime Oct. 18, at 9 p.m. (ET/PT), and will be streamed in its entirety myLifetime.com, the following day.
The film will be accompanied by an in-depth viewer’s guide, printable and downloadable on its area on the Web site. There, visitors can find critical information about clinical trials, early detection of breast cancer, ways to get involved in community efforts to eradicate breast cancer and resources of leading nonprofit organizations with which Lifetime partners. The network will also make three breast cancer awareness Lifetime original movies, including the Emmy-nominated, Why I Wore Lipstick to My Mascectomy, available on video on demand, throughout the month.
Additionally, Lifetime’s Stop Breast Cancer for Life campaign will include an original PSA campaign, featuring survivors sharing their “Living Proofs,” someone or something that helped them confront cancer and proved their lives can go on beyond cancer. The PSA campaign features a special vignette from country and television star Reba McEntire paying tribute to her “Living Proof,” friend and colleague, Regina Stuve, who was diagnosed with breast cancer during her pregnancy and now is thriving as a mom.
Over 150 systems operated by such cable companies as Bresnan, Bright House, Cable One, Cablevision, Charter, Comcast, Cox, Insight, Mediacom, Suddenlink and Time Warner, will run the PSAs and distribute hundreds of thousands of information cards and pink ribbons locally.
More breast cancer survivor stories will be available on the dedicated Stop Breast Cancer for Life area on myLifetime.com, which also will feature tools to raise funds for the cause; content on the making of Living Proof; resources from Lifetime’s nonprofit partners; a sweepstakes to win two tickets to the Sept. 24 premiere screening of the film in New York; and a petition urging Congress to end the practice of “drive-through” mastectomies, when women are forced to leave the hospital sometimes just hours following surgery.
The petition is part of Lifetime’s long-standing support of the bipartisan Breast Cancer Patient Protection Act (S.910/H.R.1849). Lifetime has collected more than 22 million signatures on the online petition, which helped build momentum for the first Congressional hearing in May in the House Energy and Commerce Health Subcommittee. Last January, Lifetime and Desperate Housewives star Marcia Cross delivered the signatures to Congress and the network will continue to push for the bill’s passage this year.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.
Thank you for signing up to Multichannel News. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.