Longtime BCRF partner Lifetime is once again supporting breast cancer research through its just-launched “Stop Breast Cancer for Life” public service initiative. This year’s PSA, which supports BCRF, is focused on the importance of breast cancer screening and emphasizes that screenings should not be “one size fits all.” It stars award-winning actress and host Keshia Knight Pulliam (Married at First Sight: Afterparty, A New Orleans Noel) and TV correspondent Rachel Lindsay (Extra, The Bachelorette, Devil at my Doorstep), both of whom have had friends and family affected by breast cancer. The PSA is presented by Ulta—another BCRF partner—and will run on Lifetime and across a variety of digital platforms.
BCRF Chief Scientific Officer Dr. Dorraya El-Ashry applauded Lifetime’s support and this year’s “Stop Breast Cancer for Life” initiative.
“We are grateful for Lifetime’s continued commitment to shining a light on breast cancer every year,” she said. “Screening is key to early detection, which we know to be vital in improving outcomes and saving lives. While we’ve made significant strides in reducing mortality rates, there is still an urgent need to cure the disease and, simultaneously, find a way to prevent it entirely. With Lifetime’s support, we hope more women are empowered to take control of their health.”
In addition, BCRF will once again name the “Lifetime Award” to support the work of one of our leading researchers. The grant will be presented at BCRF’s Symposium & Awards Luncheon on October 20th.
Lifetime’s ongoing effort to provide people with the most up-to-date, comprehensive information about breast cancer doesn’t end there. A second PSA about screening, featuring First Lady Dr. Jill Biden, will run on air and on Lifetime’s social platforms.
Go here for more information about the “Stop Breast Cancer for Life” campaign and how you can support BCRF.
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