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Lifetime is ramping up its It’s a Wonderful Lifetime holiday programming event this year by partnering with several charities to give back to families as part of its commitment to support and empower women.
The network has unveiled Gift of a Lifetime, which is part of its pro-social giveback initiative to partner with charities to identify five deserving women and their families to receive the “Gift of a Lifetime” through brand partnership donations. The 2020 charities, who will also receive donations from A+E Networks/Lifetime, are Save the Children, First Responders First, Bob Woodruff Foundation, The Pink Agenda and The Los Angeles Fire Department Foundation.
Marie Osmond, co-founder of the Children’s Miracle Network and star of The Christmas Edition, joins Lifetime to reveal the gifts to each of the families, whose stories will be captured by Canyon Road Films and directed and executive produced by Lara Wickes and Chris Kim. Each story will be shared on mylifetime.com and on Lifetime’s social platforms beginning the week of Thanksgiving and debuting each week through Christmas. Lifetime partnered with Zoe Katz from WCPG, a cause agency, to bring together the charity and brand partners for Gift of a Lifetime.
“In addition to providing much-needed entertainment this season with It’s a Wonderful Lifetime, we are honored to help bring these partners together to provide meaningful gifts for these special families,” said Kannie Yu LaPack, senior vp PR, public affairs and social media at Lifetime and LMN. “To be part of those moments that will help make lasting memories is what the holiday season is all about.”
“A+E Networks not only strives to create top of class programming, we are also committed to contribute to the communities we reach,“ said Kim Gilmore, senior vp corporate outreach and chief historian at A+E Networks. “Gift of a Lifetime is just a small way for us to help make the world a better and more vibrant place for these families, especially for the holidays.”Each woman will receive a customized gift provided by the participating brands including Albertsons, Baby Bjorn, Bowflex, CycleBar, DoorDash, Freshly, Key Food, KidKraft, Kid Trax, Lowe’s, Radio Flyer, Springfree and Vrbo. As part of their overall gift package, each will also receive gifts from Pandora Premium, Mattel, Legos and MGAE, Levi’s, Red Lobster, National Geographic Books and the Lifetime Movie Club app.
Viewers can learn more about the initiative and how they can give back to these causes at mylifetime.com/giftofalifetime.
The recipients are:
First Responders First: Kelly O’Neill, is a nurse at Mount Sinai Morningside from Leonia, New Jersey, who has been working tirelessly throughout the pandemic. A mother to a 12-year-old son and one-year-old daughter, who resides with her parents, Katie made the difficult decision to live in a hotel in order to keep her family safe from catching Covid earlier this year. The day she moved out, she got sick and discovered she did in fact catch the virus. Riddled with anxiety and fear, Kelly eventually recovered and was able to go back to work and move home with her family.
Save the Children: Katie Stewart is the executive director of the University United Methodist Day School in Lake Charles, Louisiana where nine of the centers 12 classrooms were destroyed by Hurricane Laura. Committed to keeping the center open, Katie found an alternative space to help keep early education ongoing for the 140 children they serve while the center is being rebuilt. Katie also has a 5-year old daughter so knows the importance of early learning opportunities for the community.
The Pink Agenda/Fab-U-Wish: Diagnosed with triple negative breast cancer in 2018, Shaquita Estes has tried to not let the disease take over her life. When she discovered her daughter was experiencing anxiety from her chemo treatments without many resources to turn to, she self-published a children’s book to help other families going through similar challenges. Shaquita also has as a 17-year-old son and lives with her husband in Palmetto, Georgia.
Bob Woodruff Foundation: Oriana Franklin is a veteran from Cypress, Texas. The single mother of a 10-year-old daughter was deployed to Afghanistan where she was wounded but continued her service before becoming an EMT and helping to train police on mental health emergency response for veterans. Overcoming homelessness, Oriana is currently a farmer in a food desert in Houston, helping to feed the community.
The LAFD Foundation: Jenifer Landis is a firefighter and bilingual paramedic for the Los Angeles City Fire Department. he is the only female firefighter at Fire Station 72 in Canoga Park and just had her 19th year anniversary as a firefighter. During the pandemic, Jenifer is often the first responder on site with patients infected by the virus but she bravely continues to serve her community. When not residing at the station, Jenifer lives in Moorpark, Calif., with her husband Daryl and three young children.
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