Walgreens title sponsor of Lifetime 'Five' production

DEERFIELD, Ill. — Walgreens on Monday announced its title sponsorship of Lifetime channel's "Five," an anthology of five short films exploring the impact of breast cancer on people's lives that debuts Oct. 10 at 9 p.m. EST.

For a preview of the productions, click here.

"Five" was directed by a cast of award-winning actresses and performers, including Jennifer Aniston, Alicia Keys, Demi Moore, Patty Jenkins and Penelope Spheeris, and features an all-star ensemble cast.

"Walgreens is proud to support the 'Five' project and to be working with its creators to inspire and educate women in the fight against breast cancer," stated Deborah Sabo, Walgreens VP marketing services. "Through our Way to Well Commitment our pharmacists, nurse practitioners and other healthcare professionals are helping to provide access to the tools and support people need to manage their health in thousands of communities nationwide."

Lifetime's "Five" shares the vision of the Walgreens Way to Well Commitment, an initiative that focuses on cancer, heart disease and diabetes, and which is bringing $100 million in health testing services, preventive healthcare resources and charitable programs to its stores nationwide over the next four years.

As part of the Way to Well Commitment, Walgreens is creating heightened awareness around the importance of prevention and early detection. Throughout October, Walgreens prescription bottles feature pink caps with the image of a pink ribbon and the message, "Get screened for early detection."

In partnership with "Five," Walgreens' pink prescription caps will be featured in two of the short films, "Mia" and "Pearl," and will play an important role in the first scene of "Pearl" as a reminder a woman needed to get a mammogram — which ultimately will save her life.

In addition to the pink caps, Walgreens and its customers, through in-store donation programs in October 2011 and October 2012, will donate a minimum of $1 million to Susan G. Komen for the Cure to support Breast Self Awareness programs, including mammograms, in support of the fight against breast cancer.

Custom content featuring Lyndsy Fonseca, star of one of the "Five" films, will follow each Walgreens integration to recap the film and further stress the importance of early detection. Longer-form pieces also will follow, featuring interviews with the films' stars and directors.

The partnership is being led by content-creation agency LiquidThread and Walgreens media agency of record, Starcom USA. LiquidThread worked closely with Walgreens, as well as Lifetime and its production partners on all content development being delivered through a variety of media touch points.

"It was very important for the content to reflect Walgreens' October breast cancer awareness efforts while also stressing the importance of health, education and early detection — the key tenets of Walgreens' Way to Well Commitment," stated Gary Hoffman, director at LiquidThread. "In the end, we believe the content we developed with Lifetime strikes the perfect balance between the two messages."

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