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Lifetime Networks' Every Woman Counts Public Affairs Campaign to Receive 2009 Gracie Award From American Women in Radio & Television

Posted on: Wednesday, 3 June 2009, 13:30 CDT

Initiative Wins for 'Outstanding Public Service Announcement - Campaign'

LOS ANGELES, June 3 /PRNewswire/ -- Lifetime Networks' groundbreaking public service initiative Every Woman Counts will be honored by The Foundation of American Women in Radio & Television (AWRT) with a 2009 Gracie Award for its multi-platform, star-studded campaign that last year played a leading role in encouraging women to speak out on the issues they care about most; vote in federal, state and local elections; and run for public office. Lifetime is taking top honors in the category of "Outstanding Public Service Announcement - Campaign" for the second consecutive year. In 2008, the Company won a Gracie Award in the category for its Stop Violence Against Women public affairs campaign. Its top-rated drama Army Wives also won a Gracie Award for "Outstanding Drama" last year.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080804/NYM123LOGO)

The Gracie Awards are presented annually by the AWRT to honor exemplary programming created for women, by women and about women, as well as individuals who have made outstanding contributions to the Industry. In its 34th year, the Gracie Awards will be presented at a gala at the New York Marriott Marquis this evening.

First launched in 1992, Every Woman Counts is the entertainment industry's only ongoing public advocacy campaign of its kind, leveraging the top two cable networks for women, Lifetime and Lifetime Movie Network, as well as myLifetime.com. In marking its fifth presidential election cycle last year, the 2008 Every Woman Counts campaign had the most extensive on-air programming, digital content and grassroots efforts to date, reaching women in more than 97 million homes. To dramatically expand the reach and impact of the initiative, last year Lifetime formed the first-ever Every Woman Counts Coalition of women's media and advocacy groups. Partner groups included Hearst Magazines' Redbook, CosmoGIRL! and Marie Claire; hundreds of nonprofit organizations that represent more than 20 million women; advertisers, cable and satellite distributors; celebrities and political leaders in both parties and key community/industry groups. The unprecedented Coalition inspired millions of women nationwide to make their voices heard as voters and future candidates.

Lifetime also partnered with Queen Latifah to create special on-air and online vignettes featuring numerous celebrities and women from all walks of life voicing what they would do "If I Were President." In addition, the Network's 2008 Every Woman Counts campaign included its largest ever public affairs on-air effort to-date, encouraging women to register and vote through public service announcements (PSAs) that enlisted such talent as Christina Aguilera, Halle Berry, Mary J. Blige, Marcia Cross, Jewel, Patti LaBelle, Ricki Lake, Martina McBride, Reba McEntire, Mya, Emmy Rossum, Molly Shannon, Ashlee Simpson, Taylor Swift, Trisha Yearwood and the cast of Lifetime's hit drama series Army Wives.

As a part of the Every Woman Counts campaign, Lifetime also produced a presidential candidate forum in New Hampshire days before the nation's first primary; conducted training sessions for women interested in running for office; held events at both the Republican and Democratic National Conventions, which included a special appearance by Michelle Obama in Denver; and sponsored a "Future Frontrunners" essay contest for high school and college-age women that awarded winners with a trip to the conventions. Additionally, Lifetime's 2008 Every Woman Counts partnered with YouTube for a cross-country bus tour to register women to vote and produced expansive content on the presidential candidates' positions on key issues.

The Company's on-air efforts incorporated the 2008 Every Woman Counts campaign throughout Lifetime's programming schedule, including notable on-air salutes to military families from then-presidential nominees Senators Barack Obama and John McCain.

On the digital front, the 2008 Every Woman Counts initiative included a dedicated website on myLifetime.com at www.everywomancounts08.com. The site was designed to engage and empower women, and provide resources to stay informed about the election. Partnering with Rock the Vote, Declare Yourself and the League of Women Voters, the site featured sophisticated voter registration forms and interactive maps, allowing users to select state-specific election tools. The website also permitted users to create and share their own "If I Were President" vignettes with others, and included the play along element "Design Your Own Presidential Candidate Game." Moreover, during both the Democratic and Republican Conventions, the website offered visitors exclusive behind-the-scenes interviews with leading political figures, a "Convention 101" page, a "test your convention IQ quiz," information about Lifetime's convention activities and special content from Rock the Vote.

Other elements of the year-long campaign included a Lifetime and Hearst Corporation-sponsored Every Woman Counts luncheon to commemorate National Women's History Month in March 2008, a joint Lifetime and Politico.com pre-Super Tuesday focus group with undecided women voters in California in January 2008 and official Every Woman Counts Coalition kickoff events in the fall of 2007 in New York City and Washington, D.C.

Most recently, Every Woman Counts was recognized by The White House Project, which bestowed the campaign with a 2009 EPIC Award.

ABOUT LIFETIME NETWORKS

Lifetime Networks is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (which includes myLifetime.com, Lifetime Games, Roiworld.com, DressUpChallenge.com and MothersClick.com) are part of Lifetime Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.

SOURCE Lifetime Networks

Source: PR Newswire

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