The network’s initiative features a new PSA with an urgent message, along with special content about breast cancer research and care
In recognition of Breast Cancer Awareness Month, BCRF and its longtime partner Lifetime have once again teamed up to highlight the importance of breast cancer research and breast health—especially during the COVID-19 pandemic. This year’s public service initiative, Stop Breast Cancer for Life, includes a new PSA and resources for navigating a diagnosis and supporting lifesaving research.
Lifetime’s 2020 PSA launched on October 1 and features actresses Kelly Rowland, Vanessa Lachey, Melissa Joan Hart, Ali Stroker, and BCRF ambassador Carly Hughes—all of whom appear in the network’s It’s a Wonderful Lifetime holiday movie slate. The PSA will run throughout the month on Lifetime, LMN, and on local affiliates, and customized versions will air on A&E and HISTORY with stars from those channels.
“BCRF has been proud to partner with Lifetime for more than 25 years,” said Myra Biblowit, BCRF’s president and CEO. “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.”
MyLifetime.com features updates on breast cancer screening during COVID-19, prevention advice, key facts about the disease, and other resources. Throughout the month, Lifetime will share content from survivors, including Kannie Yu LaPack, the network’s head of publicity and public affairs, and Abbe Raven, acting chairman of A+E Networks and member of BCRF’s Board of Directors.
A+E Networks Group President Paul Buccieri noted that Lifetime’s commitment to ending breast cancer and its 26-year partnership with BCRF have been core to its 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,” he said. “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.”
Watch Lifetime’s PSA below and visit MyLifetime.com to learn more about Stop Breast Cancer for Life.