As new breast cancer screening recommendations have emerged this year, Lifetime has centered the network’s annual Stop Breast Cancer for Life campaign to emphasize that screenings should not be based on a “one-size-fits-all” approach and early detection can save lives. This year’s PSA supports efforts of the Breast Cancer Research Foundation and features award winning actress and host Keshia Knight Pulliam (Married at First Sight: Afterparty, A New Orleans Noel) and TV correspondent and author Rachel Lindsay (Extra, The Bachelorette, Devil On My Doorstep) who both have had friends and family affected by breast cancer.
This year’s campaign also features First Lady Jill Biden in a new PSA to encourage women to take care of themselves and put their health first by talking to their doctors about getting mammograms and other cancer screenings. “I’m asking you to put your health first. Take a moment to talk to your doctor about whether it’s time for your mammogram or other cancer screenings. There’s no one-size fits all approach, but we know early detection of cancer saves lives” says Dr. Biden. The PSA drives viewers to Cancer.gov and 1-800-4-CANCER for more information.
Dr. Biden’s advocacy for breast cancer education and prevention began in 1993, when four of her friends were diagnosed with breast cancer. Following that year, she launched the Biden Breast Health Initiative to educate Delaware high school girls about the importance of early detection. As First Lady, and through the Biden Cancer Moonshot initiative, Dr. Biden has continued to work on behalf of American families confronting cancer, focusing on supporting patients and their loved ones during their cancer journeys; urging Americans to prioritize their cancer screenings; and reducing health inequities in diagnosis, treatment, research, and outcomes.
“Breast cancer research, screenings and mammograms save lives. At A+E Networks, this issue hits home for so many people who have been deeply affected by this disease. Behind the statistics, there are women and their families, each with individual stories about the battle against breast cancer,” said Paul Buccieri, President & Chairman, A+E Networks Group. “I am honored that we are joining with the First Lady to raise awareness about breast cancer research and prevention. Together, all of us can help eradicate breast cancer and enable people everywhere to live longer, healthier lives.”
“We are grateful for Lifetime’s continued commitment to shining a light on breast cancer every year,” said BCRF Chief Scientific Officer Dr. Dorraya El-Ashry. “Screening is key to early detection, which we know to be vital in improving outcomes and saving lives. While we’ve made significant strides in reducing mortality rates, there is still an urgent need to cure the disease and, simultaneously, find a way to prevent it entirely. With Lifetime’s support, we hope more women are empowered to take control of their health.”
Additionally, BCRF will once again name the “Lifetime Award” to support the work of a leading researcher. The grant will be presented at BCRF’s Symposium and Awards Luncheon on October 20.
The PSA campaign running on Lifetime, across various digital platforms and off-channel through Lifetime’s Distribution partners, encourages individuals to speak with their doctors about their individual risk factors. For more information about the “Stop Breast Cancer for Life” campaign and how you can support the BCRF, please visit https://www.mylifetime.com/stop-breast-cancer-for-life.
Breast cancer recently became the most commonly diagnosed cancer globally, accounting for 12% of all new cancer cases worldwide according to the World Health Organization. Breast cancer is also the number one most diagnosed cancer for women. One in eight women in the US will be diagnosed with breast cancer in her lifetime. Every fourteen seconds, somewhere in the world, a woman is diagnosed with breast cancer. Every two minutes, a woman in the US is diagnosed with breast cancer and over 40,000 Americans die from breast cancer each year. But thanks to research, there are over 3.8 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 effort to end breast cancer for more than 25 years, Lifetime’s Stop Breast Cancer for Life initiative is 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 non-profit organizations, Lifetime has been a leading advocate for women and for the fight against breast cancer.
This year’s campaign will feature three breast cancer themed movies available on VOD, the Lifetime app, and mylifetime.com during the month of October. The inspiring stories of resilience, courage and strength include the breast cancer short films anthology FIVE from directors Jennifer Aniston, Demi Moore, Alicia Keyes, Penelope Spheeris and Patty Jenkins starring Jeanne Tripplehorn, Patricia Clarkson and many others; Four Extraordinary Women about one man’s emotional journey as four loved ones battle breast cancer, Matters of Life & Dating; and the Critics’ Choice nominated movie, List of a Lifetime, starring Kelly Hu, Sylvia Kwan, Patricia Velasquez and breast cancer thriver Shannen Doherty, following the story of a woman who searches for the daughter she gave up for adoption after she is diagnosed with breast cancer.
Lifetime Movie Club, LMC, will have a curated “inspirational women” playlist that kicks off September 30 with breast cancer themed movies which include List of a Lifetime, Four Extraordinary Women.