Lifetime Launches Multimedia Breast-Cancer Campaign

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Lifetime Television launched a multimedia breast-cancer-awareness campaign.

For the month of October -- National Breast Cancer Awareness Month -- the network is offering on its Web site (www.lifetimetv.com) a daily blog by a survivor; downloads via Amazon.com (www.amazon.com) and RealArcade (www.realarcade.com) to increase fund-raising; breast-cancer-detection methods; a petition to stop “drive-through” mastectomies; video interviews with celebrities; photo galleries of survivors; and promotions for pink products, which support awareness.

On the wireless front, Lifetime teamed up with mobile-technology provider Telescope for a “text-to-give” program. Text messages, which may honor loved ones, will air in October during the network’s four breast-cancer-themed movies: Two Against Time, Four Extraordinary Women, In a Private Garden and Why I Wore Lipstick to My Mastectomy.

The movies are also included, with bonus material, in Lifetime’s video-on-demand package.

“The big takeaway from what we’re doing and what it represents for Lifetime digitally is that this is the way we’re going,” said Dan Suratt, executive vice president of digital media and business development for Lifetime Entertainment Services.

He added that the next campaign would be for the undervalued female video-gaming crowd. Other campaigns could include diet and health.

The network is also in discussions with Apple Computer’s iTunes, and it plans to evolve wireless applications by December. These efforts are in anticipation of a “total relaunch” of LifetimeTV.com at the beginning of next year.

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