Comcast is launching “Breast Cancer Hope,” a VOD and online initiative exclusively to provide information and resources on breast cancer to its subscribers. The initiative launches this week and is being sponsored by the Lifetime Network throughout Oct. It will include content from HBO (a six-episode story arc from “Sex and the City” in which one of the characters battles the disease) and other networks, as well as medical information.
Comcast describes the channel as a logical outgrowth of its PSA program. Comcast CEO Brian Roberts has a history of philanthropy related to breast cancer: when his wife was diagnosed in 2006, Roberts and his family, including Comcast founder Ralph Roberts, donated $15 million to the University of Pennsylvania to create a facility that would treat the the illness. The internet component of the initiative can be visited at http://www.comcast.net/breastcancer