[10/01/20 - 09:33 AM] Video: The Stars of Lifetime Join Together for New "Stop Breast Cancer for Life" PSA Partnering once again with the Breast Cancer Research Foundation, this year's PSA features actresses across the network's "It's a Wonderful Lifetime" holiday movie slate - Kelly Rowland, Vanessa Lachey, Melissa Joan Hart, Ali Stroker and Carly Hughes.
[via press release from Lifetime]
The Stars of Lifetime Join Together for New STOP BREAST CANCER FOR LIFE PSA Featuring Kelly Rowland, Vanessa Lachey, Melissa Joan Hart,
Ali Stroker and Carly Hughes,
In Support of the Breast Cancer Research Foundation
PSAs Featuring Matt Iseman, Dan Flynn
and Garon Mosby from A&E's Live Rescue
And Mike Wolfe from HISTORY's American Pickers
Will Air Throughout the Month Driving Viewers to Resources
Los Angeles, CA (October 1, 2020) - Breast cancer doesn't pause for a pandemic. In a year where women are facing unprecedented challenges brought on by a global health crisis and civil unrest, Lifetime is reminding women to not neglect their breast health and to get their annual mammograms and the need for breast cancer research as the centerpiece of the network's annual Stop Breast Cancer for Life public affairs initiative. Partnering once again with the Breast Cancer Research Foundation, this year's PSA features actresses across the network's It's a Wonderful Lifetime holiday movie slate - Kelly Rowland, Vanessa Lachey, Melissa Joan Hart, Ali Stroker and Carly Hughes. The PSA will begin airing today, October 1, to kick off National Breast Cancer Awareness Month, and run throughout the month on Lifetime and LMN and extended off channel through local affiliate partnerships. The PSA will also be shared on Lifetime's social media platforms and on Mylifetime.com which will also feature breast cancer resources, treatment plan guides, doctor check lists, facts about breast cancer, and stories of survivors and thrivers.
"Lifetime's commitment to this cause has always been core to the brand. The health of our loved ones is more important than ever, especially as we face the obstacles and uncertainties brought on by Covid-19, " said Paul Buccieri, President, A+E Networks Group. "As many of us have personally been affected by breast cancer, I'm extremely proud that Lifetime is continuing to bring awareness for the need for annual mammograms and breast cancer research as we endeavor to make positive change."
"The Breast Cancer Research Foundation has been proud to partner with Lifetime and their Stop Breast Cancer for Life campaign for more than 25 years," said Myra Biblowit, President and CEO, Breast Cancer Research Foundation. "Together, we have reached millions of people and helped drive tangible change by fueling life-saving research. We applaud Lifetime's unwavering commitment to our shared mission: ending breast cancer once and for all."
Lifetime and LMN will share short-form stories from women who know first-hand the effects of a breast cancer diagnosis. Carly Hughes details her journey supporting her mother Valencia, who was diagnosed with a rare form of breast cancer in 2018. Dr. Philomena F. McAndrew, MD, Oncologist from Cedars-Sinai Tower Hematology Oncology Medical Group discusses treating patients during a pandemic and why, more than ever, women need to engage in self-care. Lastly, Lifetime shares the stories of two women within the A+E Networks family - Acting Chairman Abbe Raven who privately battled the disease in 2011 while CEO, and Lifetime's head of publicity and public affairs, Kannie Yu LaPack, who underwent a double mastectomy just as the country began lockdown orders.
In addition to the PSA and short-form pieces, Lifetime will re-air the biopic Olivia Newton John: Hopelessly Devoted to You, detailing Olivia's personal battle with breast cancer on Sunday October 4 at 10am ET/PT. Lifetime's other original movies dealing with breast cancer, Four Extraordinary Woman, Living Proof and Five, will be available on VOD in a special Breast Cancer Awareness Month folder, Pink Ribbon Stories. The Lifetime Movie Club app will feature Four Extraordinary Women during the month of October.
Lifetime's Stop Breast Cancer for Life campaign will also reach across A+E Networks' portfolio a new PSA with Matt Iseman, Dan Flynn and Garon Mosby from Live Rescue on A&E and HISTORY re-running the PSA with American Pickers star Mike Wolfe driving to Mylifetime.com in support of BCRF.
One in eight women in the US will be diagnosed with breast cancer in her lifetime. Every two minutes, a woman in the US is diagnosed with breast cancer. Over 40,000 Americans die from breast cancer each year. But thanks to research, there are over 3.5 million survivors. Research is the reason millions of women are not just surviving from breast cancer, but now also thriving.
Long at the forefront in the ongoing battle to fight breast cancer for more than 25 years, Lifetime's Stop Breast Cancer for Life initiative has been dedicated to offering women the most up-to-date, comprehensive information about the disease. Reaching women and families through continued support from Lifetime's distribution partners, advertising sponsors and leading non-profit organizations, Lifetime has been a leading advocate for women and for the fight against breast cancer.
About the BCRF
The Breast Cancer Research Foundation (BCRF) is dedicated to ending breast cancer by advancing the world's most promising research. Founded by Evelyn H. Lauder in 1993, BCRF-funded investigators have been involved in every major breakthrough in breast cancer prevention, diagnosis, treatment, survivorship and metastasis. This year, BCRF is the largest private funder of breast cancer research worldwide, awarding $66 million to support nearly 275 scientists at leading medical and academic institutions across 14 countries. BCRF is the highest-rated breast cancer organization in the U.S.
Celebrating 35 years of entertaining audiences, Lifetime is a premier entertainment destination for women dedicated to offering the highest quality original programming spanning award-winning movies and breakout non-fiction series and documentaries. Lifetime has an impressive legacy in public affairs, bringing attention to social issues that women care about with initiatives such as the long-running Stop Breast Cancer for Life, Stop Violence Against Women, and Broader Focus, a major global initiative dedicated to supporting and hiring female directors, writers and producers, including women of color, to make its content. Lifetime Television(R), LMN(R), Lifetime Real Women(R) and Lifetime Digital(TM) are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks. A+E Networks is a joint venture of the Disney-ABC Television Group and Hearst Corporation.
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