Lifetime Networks has enlisted a number of non-profit organization to launch a multiplatform public affairs campaign in concert with the third-season premiere of its original series hit, Army Wives.
Spanning on-air, video on demand, digital and public events, the campaign will support Army Wives' debut Sunday, June 7 at 10 p.m. The public affairs campaign will partner with national non-profits, including The American Red Cross, the USO, Operation Homefront, Blue Star Families, purpledogtags.com and the National Military Family Association, to support the critical needs of members of the armed forces, veterans and their families. Lifetime is also organizing a number of viewing parties, as well as public and volunteer events at military bases and other sites throughout the country.
On-air, Lifetime's "Remarkable Women" vignettes will spotlight two women: Amy Palmer, COO of the non-profit military support organization Operation Homefront, which provides emergency assistance and morale to American troops, the families they leave behind and the wounded when they return home; and U.S. Navy Captain Maureen. Pennington, who, as commander of the Charlie Health Services Company 1st Medical Battalion, was the first Nurse Corps officer to oversee a surgical company in Iraq.
Lifetime will also air public service announcements in support of the issues most affecting members of the armed forces, veterans and their families. The "Remarkable Women" vignettes and PSAs will be made available on myLifetime.com. Customized tags are scheduled to air after each episode to direct viewers to myLifetime.com for information about issues addressed on Army Wives.
In the digital space, Lifetime has produced a series of exclusive, real-life homecoming tributes featuring interviews with military wives upon their husbands' returns from active duty. Produced under the banner of "Homecoming: Real Army Wives" and currently available at myLifetime.com, each tribute was shot on location at the Fort Hood U.S. Army base in Texas and showcases spouses whose husbands have been deployed for 15 months in Iraq.
Lifetime is also producing and distributing viral segments featuring interviews with Army Wives cast members, including Drew Fuller and Terry Serpico, and behind-the-scenes content at military events in which the series is involved. The segments will be posted on the official Army Wives blog at myLifetime.com and distributed to nearly 500,000 registered fans of the program.