Lifetime Adds Sales To Anti-Violence Effort

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Lifetime Television expanded its annual campaign to stop violence against women, adding an advertising-sales component for cable affiliates and Spanish-language content.

The women's-targeted network is also teaming up with ESPN, its The Walt Disney Co. sister service, and Turner Network Television on the “Our Lifetime Commitment: Stop Violence Against Women” campaign. Those networks, both of which are popular with men, have agreed to run public service announcements supporting the initiative.

“One of our major messages is the fact that men and women must work together on this issue,” said Lifetime executive vice president of public affairs and corporate communications Meredith Wagner.

Lifetime is giving cable affiliates an opportunity to profit financially on the campaign to stop violence against women. It plans to supply operators with taggable cross-channel spots that can be sold to local advertisers.

The 30-second spots will contain a 10-second tag that operators can pitch to media buyers on an evergreen basis Lifetime vice president of affiliate advertising sales and distribution marketing Tracy Barrett said she expects that some operators would offer the spots for free to police departments and advocacy groups.

Lifetime said operators in about 130 markets reaching more than 25 million subscribers have agreed to participate in the campaign, including systems owned by Comcast Corp., Time Warner Cable, Charter Communications Inc., Adelphia Communications Corp. and Insight Communications Co.

This is also the first year that the campaign includes a Spanish-language component. Lifetime created both Spanish- and English-language versions of all of the campaign materials, including “Stop Violence Against Women” PSAs, brochures, point-of-purchase displays and support materials available at lifetimeconnection.com.

Last week, Lifetime participated in several activities tied to its “Stop Violence Against Women Week,” including a visit to Washington, D.C., where Lifetime officials met with the Congressional Caucus for Women's Issues to release a report gauging the impact of the Violence Against Women Act. The network also gave members of Congress and administration officials blue ties and scarves designed by Liz Claiborne Inc., which were designed to “show solidarity in the effort to stop violence against women,” the network said.

Wagner wouldn't say how much Lifetime will spend this year on the campaign, noting that it's difficult to calculate since the effort is “built into the organic machination of Lifetime,” including themes in its original programming such as The Division.

Lifetime collaborated with Liz Claiborne to create ties and scarves designed to show solidarity with violence victims.

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