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Lifetime gives birth to child care effort

Cabler campaigns to bolster good child care

NEW YORK — Lifetime will invest $5 million in its new pro-social campaign, an initiative on the issue of child care that will include an original documentary produced by actress Lee Grant.

The cabler has declared the month of April National Child Care Month to help bring attention to the need for quality, affordable child care in the United States. Lifetime will continue its child care initiative throughout the year under the umbrella name Caring for Kids: Our Lifetime Commitment.

Grant’s one-hour documentary, tentatively titled “Our Kids, Who Cares?,” will premiere April 20, 10-11 p.m. (ET/PT). The program examines whether America is failing its children by not making child care an issue of national priority.

Other on-air pieces of the campaign will include a week of child care segments on the cable web’s magazine series “New Attitudes” beginning April 19 at 11 p.m. (ET/PT), features throughout the month on Lifetime’s public affairs vignette series “Take a Minute” and public service announcements.

Lifetime also will involve its affiliates in the campaign by acting as a conduit to convey viewers’ child care concerns to elected officials.

For the child care campaign, spearheaded by Meredith Wagner, senior vice president of public affairs for Lifetime, the cabler has partnered with more than 100 leading women’s and children’s organizations.

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