The network partnered with several nonprofit organizations, including the American Red Cross, Operation Homefront, the National Military Family Association, and the USO, and is hosting volunteer events at military bases and other locations across the country.
Online, Lifetime produced videos of interviews with military wives upon their husbands' return from duty. The MyLifetime.com Web site also features PSAs and vignettes that spotlight two women who have made a difference in their communities: Amy Palmer, the COO of Operation Homefront; and Maureen Pennington, a US Navy Captain and the commander of the Charlie Health Services Company 1st Medical Battalion. The PSAs and vignettes will also be featured on-air.
Lifetime also partnered with Mary Kay for the third season premiere of Army Wives, as the makeup company sponsored the "Get the Look of Army Wives" vignettes and one of the network's "Army Wives Gives Back" interstitials. The makeup company also hosted an online sweepstakes.
"Like the Lifetime brand, Mary Kay speaks directly to our audience, and this sponsorship and brand integration package reflects our ability to provide advertisers with compelling, customized opportunities to better connect with our audience," said Debbie Richman, EVP of ad sales for Lifetime, in a statement.