Lifetime Television is ramping up a multiplatform breast cancer initiative that includes an exclusive partnership with iTunes, a tie-in with major-market radio and a PSA campaign enlisting notables from music, film, TV and sports.
At the heart of Lifetime’s 13th annual Stop Breast Cancer for Life public awareness and advocacy campaign is the Mya-sung original song “My Bra” — slang in the breast cancer community for the word “friend.”
Commissioned as the campaign’s first theme song, “My Bra” was penned by Kara DioGuardi (Christina Aguilera, Gwen Stefani) and songwriter/producer James Poyser (Common, Lauryn Hill). The song will be prominently featured in various online and on-air components including the Lifetime Original Movie “Matters of Life & Dating.”
Premiering Oct. 22, the cable network’s campaign centerpiece stars Ricki Lake as a single woman living with breast cancer. Her support group of friends includes co-star Holly Robinson Peete, whose character is also recovering from the disease.
Lifetime’s multitiered promotion kicks off Monday (Oct. 15) when iTunes begins offering downloads of “My Bra” for 99 cents along with a free sneak peek of “Matters of Life & Dating.”
DioGuardi, whose mother died of ovarian cancer in 1997, says she was initially taken aback by the term “my bra.” “But after it was explained, I understood,” she says. “The urban sensibility of James’ track underscores the term and has a bittersweetness to it, an emotion most experience when dealing with cancer. It was an experience very close to me. I literally wrote the song in five minutes.”
Mya will perform “My Bra” Oct. 16 when Lifetime hosts its annual Heroes reception in Los Angeles. Sponsored by Lean Cuisine, the event honors breast cancer survivors, advocates and community leaders.