ABC Daytime Promotes Breast Cancer Awarness


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Network deploys soap talent to spread the word

Eva LaRue Callahan (Maria/Maureen, AMC)ABC Daytime and Johnson & Johnson Partner for On-Air Campaign to Build Awareness of Breast Cancer

ABC Daytime has partnered with Personal Products Company and Johnson & Johnson Consumer Products Company, both Johnson & Johnson companies, to create an on-air promotional partnership campaign, "Show Her That You Care," to build awareness for breast cancer.  The campaign, which features top ABC Daytime talent, is designed to educate women about the importance of early detection and encourages women to perform monthly breast self-exams by Leslie Charleson (Monica, GH)offering free breast self-exam tip cards.

Beginning this week, Eva La Rue Callahan (Maria, AMC), Leslie Charleson (Monica, GH) and Erika Slezak (Viki, OLTL) will each be featured in a 20-second promotional spot delivering breast cancer awareness facts.

The spots include a voice-over message directing consumers to go to their local retailers to find out how to get a breast cancer self-exam tip card.  Additionally, ABC Daytime show logos and a tune-in message will be featured in off-air support vehicles, including a Sunday newspaper coupon insert dropping on Erika Slezak (Viki, OLTL)September 29, 2002, and in-store displays.  The campaign will reach over 50-million women nationwide.

Both Leslie Charlson's character on General Hospital and Erika Slezak's character on One Life to Live are breast cancer survivors.  The spots run through October 11 on ABC Daytime.