Lifetime Recruits Celebs for Breast Cancer Campaign

Oct 2, 2007  •  Post A Comment

Lifetime has recruited a long list of celebrities for its 13th annual Stop Breast Cancer for Life campaign, which runs throughout October, which is National Breast Cancer Awareness Month.
The campaign was developed by breast cancer survivors Linda Kaplan Thaler, an advertising executive; Mary Ellen Mark, a photographer; and author Marisa Acocella. It uses the theme “Be My Strength, Be My Support, Be My Bra.”
The three creators will appear in public service announcements, along with Fran Drescher, Daisy Fuentes, Whoopi Goldberg, Patti LaBelle, Ricki Lake, Reba McEntire, Mya, Holly Robinson Peete, Ronde Barber and Jake Delhomme.
The campaign also features a new theme song, “My Bra,” written by Kara DioGuardi and James Poyser and recorded by Mya, whose mother is a breast cancer survivor. The song will be available on iTunes.
The multimedia campaign is supported by Lean Cuisine, Campbell’s, Payless and Cancer Treatment Centers of America, with advertising support online from Lean Cuisine and AstraZeneca’s Armidex.
“For 13 years, Lifetime has taken the lead in the cable industry by raising awareness of this terrible disease, which claims the life of one woman every 13 minutes,” said Meredith Wagner, executive VP for public affairs at Lifetime Networks. “This year we are honored to work with a veritable who’s-who of stars contributing their talents, along with partnerships with nearly 200 distributors, advertising sponsors and 12 leading nonprofit organizations, all banding together to fight breast cancer.”
(Editor: Robbins)


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