Lifetime Television announced Thursday that it has scheduled four new
specials for this month as part of its monthlong 'Be Your Own Hero'
The campaign is designed to build self-esteem among women and girls, the
The 'centerpiece' of this campaign, now in its third year, will be Our
Heroes, Ourselves, a special hosted and executive-produced by actress Marlo
That hour, due May 16 at 7 p.m., will feature the stories of four diverse
women who have made a difference in their communities.
Two new episodes of Intimate Portraits will also be part of this
campaign, profiling Paramount Pictures CEO Sherry Lansing, who became the first
woman president of a Hollywood studio, and Geraldine Ferraro, the first woman to
run for vice president (on the Democrats' Walter Mondale ticket in 1984).
Lansing's Portrait will air May 28, Ferraro's May 30.
Be Your Own Hero: Call to Duty, produced by CBS
Productions and airing May 31 at 7 p.m., will focus on women in various branches
of the military.
There also will be related online features at www.lifetimetv.com , as well as
national and locally customizable public-service announcements, again in both
English and Spanish.
Last year, Lifetime reported, Be Your Own Hero generated $4 million in local
ad sales for participating cable affiliates.