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Lifetime Television Launches Third Annual Don't Skip a Beat Multi-Platform Heart Health Awareness Initiative
Date:2/1/2008

- Effort Part of Lifetime's Nonpartisan Every Woman Counts Election Year Campaign to Encourage Women to Speak Out on Issues That Matter Most -

NEW YORK, Feb. 1 /PRNewswire/ -- Today, in concert with the kick-off of American Heart Month, Lifetime Television launches its third annual Don't Skip a Beat multi-platform women's heart health awareness initiative. Informed by the nation's leading women's health experts, the Network offers a combination of PSAs, online resources and community outreach -- all aimed at providing women and their families with life-saving information about heart disease, the number one killer of women.

As part of Lifetime's nonpartisan Every Woman Counts campaign which is designed to engage women in the political process, this year Don't Skip a Beat highlights women's health, including their heart health, as an election issue and encourages women to find out where the candidates stand on this important women's health issue.

This year's Don't Skip a Beat campaign is sponsored by Bayer HealthCare, Campbell's and Macy's.

Specific Don't Skip a Beat elements include:

ON-AIR

NEW PUBLIC SERVICE ANNOUNCEMENT (PSA) CAMPAIGN -- To provide viewers with simple heart healthy tips to reduce their risk of heart disease, Lifetime has produced a new public service announcement that will air heavily throughout February, American Heart Month.

ONLINE

NEW HEART-HEALTH CONTENT -- myLifetime.com features a new "Heart Health" section as part of the larger "Every Woman Counts" mini-site. Here visitors can learn where presidential candidates stand on women's health issues like heart disease.

EXPERT ADVICE -- In addition to tips on preventing and treating heart disease, as well as advice on how women can improve their overall health, myLifetime.com users will find original content from Lifetime's panel of medical experts including cardiologist Paula Johnson, M.D., director of the Connors Center for Women's Health and Gender Biology and chief of the Division of Women's Health at Brigham and Women's Hospital in Boston, and Lifetime's resident licensed nutritionist Dawn Jackson Blatner, R.D., L.D.N.

LATEST HEALTH NEWS -- Viewers can get the latest statistics, information and research developments on women's heart health from myLifetime.com partner, Revolution Health.

GUEST COLUMNISTS -- Lisa M. Tate, CEO of WomenHeart: the National Coalition for Women with Heart Disease, as well as Laurene McKillop, PhD, executive director of Sister to Sister: Everyone Has a Heart Foundation and Phyllis Greenberger, president and CEO of the Society for Women's Health Research share their insight and why women's health, especially their heart health, should be part of the 2008 election dialogue.

HEART-SMART FASHION -- Look for photos and video on myLifetime.com of The Heart Truth's annual star-studded Red Dress Collection Fashion Show where celebrities like Heidi Klum, Allison Janney and Jenna Fischer will wear red dresses to raise awareness about women's risk of heart disease.

COMMUNITY OUTREACH

HAPPY HEART DAY -- Lifetime will be distributing thousands of "Happy Heart Day" cards at community events nationwide featuring heart healthy tips for women to send to their loved ones this Valentine's Day.

PARTNERS

"Don't Skip a Beat" is informed and supported by the following non-profit and governmental organizations: Sister to Sister: Everyone Has a Heart Foundation; Society for Women's Health Research; The Heart Truth, a national campaign for women about heart disease sponsored by The National Heart, Lung, and Blood Institute; The National Women's Health Resource Center; and WomenHeart: The National Coalition for Women with Heart Disease.

LIFETIME is the leader in women's television and one of the top-rated basic cable television networks. A diverse, multi-media company, LIFETIME is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. LIFETIME Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (including myLifetime.com) are part of LIFETIME Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.


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SOURCE Lifetime
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