Lifetime, Claire’s Bring Real-Life Issue Home Via Movie Debut
Lifetime Television got a little boost from Claire’s Stores, Inc. to promote its new movie and an online discussion aimed at helping parents and teenagers deal with the negative effects of bullying.
The network’s original movie, Odd Girl Out is based on the national best seller and tells the tale of how a teenage girl deals with psychological and emotional bullying caused by her classmates.
Lifetime Television partnered with Claire’s Stores to better reach the teenaged population and to expand its public advocacy message about bullying, said Mary Dixon, VP- advocacy and public affairs, Lifetime Television.
“They just have the right audience that is important for this young girls and their families,” Dixon said of Claire’s Stores. “It’s all about reaching to young girls.”
As part of the promotion, 1,485 Claire’s Stores nationwide distributed tune-in cards, which publicized the movie and drove consumers to the Lifetime Web site at www.lifetimetv.com. The site features an online discussion guide for parents and teachers developed by author Rachel Simmons, a quiz, resources and an online blog for teens to chat about the movie and the topic, Dixon said.
“These are the kids that come to our stores, these are the kids that are at risk,” said Marla Schaefer, co-chairman of the board and co-CEO of Claire’s Stores, Inc. “It made sense to sense to be part of the solution getting the word out. By airing this movie…hopefully it will help parents be able to discuss these issues with their children.”
Odd Girl Out, which debuted Monday on Lifetime, will re-air on April 9 at 9 p.m. ET, April 10 at 5 p.m. ET and on April 12 at 7 p.m. ET.
Lifetime Television also teamed up with a number of organizations including the Center for Safe and Responsible Internet Use, The Empower Program, Girls Inc., the YWCA and the Girls Leadership Institute to hand out tune-in cards. In total, more than half a million cards were dispersed as part of the promotion, Dixon said.
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