Celebrating the 20th anniversary of its Breast Cancer Awareness Month campaign, Lifetime exclusively partnered this October with the Breast Cancer Research Foundation’s (BCRF) #BeTheEnd initiative. The effort is top-lined by a PSA featuring Project Runway’s Heidi Klum, which will air across all A+E Networks’ channels, as well as be seeded throughout social media. The PSA points out that:

  • 1 in 8 women are diagnosed with breast cancer in their lifetime.

  • In 2014, 296,980 women will be diagnosed with breast cancer. 39,620 die from the disease.

  • Every day, 813 women are diagnosed with breast cancer while 108 will die from the disease in the United States alone. These numbers have not changed since 1992.

  • Every 2 minutes, a woman is diagnosed with breast cancer, and every 13 minutes a woman dies from breast cancer.

  • 70% of women who are diagnosed have NONE of the known risk factors.

  • Caucasian women have a higher incidence of breast cancer than African-American women, yet African-American women are more likely to die from breast cancer at every age.

  • African-American women in the U.S. are more likely than white women to be diagnosed with breast cancer before age 40 and are more likely to be diagnosed with larger tumors than white women.

  • African-American women in the U.S. have a 41 percent higher death rate from breast cancer than white women.

    • Credits:

    Joe Nichols – Director/Creative Director, Lifetime Brand Creative

    Karen Griffenhagen – Concept

    Chris Kim – Producer, Lifetime Brand Creative

    Aaron Goldman – VP, Lifetime Brand Creative

    Valerie Albanese – SVP, Lifetime Brand Creative

    Production Company – Rebel Films

    Edit – AV Squad

    Graphics and Effects – Loica

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