Objective: Heart disease is the number-one killer of women in the US. Lifetime Network hopes to address that issue this year with its Don't Skip a Beat campaign. Launched for American Heart Month, it aims to educate women about heart disease and ways to prevent it. The effort is also a part of the year-long Every Woman Counts campaign, which encourages women to be politically active. "We want women [to] know that heart disease is an important issue and make sure the candidates and the media are speaking out," said Toby Graff, VP of public affairs for Lifetime Network.
Idea: Lifetime is leveraging its resources to maximize its TV and Web presence. It will also use long-standing relationships with organizations like Sister to Sister Foundation and WomenHeart to help the effort. "We have a history of creating a lot of different partnerships in the health sector, [as well as with] corporations, and political leaders," said Graff. "It's important for us to work with them to further inform and empower our viewers and visitors online."
Tools: Lifetime, seen in 96 million homes, will air PSAs throughout the month. The Every Woman Counts "mini-site" on http://www.mylifetime.com/ will make information available on its heart health section and discuss where candidates stand on healthcare. Lifetime is relying on partner groups like the Society for Women's Health Research to provide support for the effort. It will also distribute "Happy Heart Day" cards at community events across the country.
Measurement: Lifetime will monitor traffic on its Web site, viewership of its PSAs, and will rely on polling and anecdotal evidence to make sure the message is resonating.
Organization: Lifetime Network
Campaign: Don't Skip a Beat
PR team: In-house
Launch: February 1