Lifetime Television has joined forces with The Body Shop, The Wireless Foundation and Amnesty International to raise money by collecting old or unwanted cell phones to support the National Coalition Against Domestic Violence.
Lifetime is supporting The Body Shop’s Donate A Phone, Save A Life campaign with TV spots, inserting ads within its programming schedule, on Lifetime Radio and through its newsletters. The network is also running ads on its Web site LifetimeTV.com.
The campaign, which launched April 11, asks consumers to donate old or unwanted cell phones at any of the more 300 The Body Shop stores in the U.S. through Aug. 31. Donated phones will be sold, refurbished or recycled, and proceeds will benefit the National Coalition Against Domestic Violence. In addition, refurbished phones will distributed to 200 women’s shelters for at-risk women who need access to a phone when a domestic violence situation arises.
As part of the campaign, The Body Shop will distribute materials to consumers against domestic violence.
Since the campaign launched, more than 30,000 cell phones have been collected, said Mary Dixon, VP-advocacy of Public Affairs for Lifetime Television.
“We have really great results because we’re putting our power together,” Dixon said. “It was a no brainer for our two organizations to come together to have an additional impact on the non-profit group we both support.”
Lifetime’s involvement in the fund-raising effort is part of the network’s public awareness campaign, “Our Lifetime Commitment: Stop Violence Against Women.” The goal of the campaign is to use the power of the media to raise awareness of all forms of violence against women.
“Our ‘Donate A Phone, Save A Life’ cell phone collection campaign helps shed light on the urgent issue of domestic violence, while also giving people a simple way to personally get involved in a public awareness campaign that ultimately can save lives,” said Joanne Calabrese, president of The Body Shop Americas Region, in a statement.
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