Lifetime Television's 13th "Stop Breast Cancer for Life" effort will be the cable net's biggest yet, featuring on-air, online and print messages throughout the month. Tagged "Be My Strength, Be
My Support, Be My Bra," the campaign was developed by ad exec Linda Kaplan Thaler, photographer Mary Ellen Mark and "Vixen" author Marisa Acocella Marchetto, all of whom have survived the
disease.
It features celebs, including Fran Drescher, Whoopi Goldberg, Reba McEntire and Jake Delhomme, and encourages more women -- and men -- to take part in promoting early
detection, volunteering, and offering hope and friendship to the stricken. A theme song, "My Bra," has been recorded by singer Mya and was written specifically for Lifetime. Also up is an original
movie "Matters of Life and Dating" set to premiere that stars Ricki Lake as a single woman living with breast cancer.
Comcast, Time Warner, Cox, Charter, Cablevision and other cable
operators are onboard for the initiative, which is being funded by Lean Cuisine, Campbell's, Payless, Cancer Treatment Centers of America and AstraZeneca.
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