Lifetime Television is teaming up with The Body Shop, The Wireless Foundation and Amnesty International to raise funds for the National Coalition Against Domestic Violence.
The network is participating in The Body Shop’s “Donate a Phone, Save a Life” campaign, which urges people across the United States to donate old or unwanted cellular phones at any of its 300-plus U.S. retail locations through Aug. 31.
Donated phones will be sold, refurbished or recycled, with proceeds benefiting the NCADV. Some of the phones will also be distributed to women’s shelters for dissemination to at-risk women.
Lifetime will air public-service announcements encouraging viewers to donate their phones, along with additional PSAs about the campaign following special themed programming. The network will also publicize the collection online (www.lifetimetv.com), on Lifetime Radio and through its newsletters.
“It felt like a natural to use our airwaves to galvanize Lifetime viewers around this amazing opportunity to ‘Donate a Phone and Save a Life,’” Lifetime executive vice president of public affairs Meredith Wagner said in a prepared statement.