A&E NETWORK LAUNCHES NEW COMMUNITY OUTREACH PROGRAM "REAL LIFE. CHANGE."
YEAR-ROUND MULTIPLATFORM INITIATIVE
TURNS STORYTELLING INTO POSITIVE ACTION
CAMPAIGN FEATURES DEDICATED WEBSITE, ON-AIR VIGNETTES,
TALENT PSA'S AND CHARITABLE DONATIONS
NEW YORK, NY - FEBRUARY 16, 2011 - Due to the overwhelming response from viewers and the community to its unique brand of "Real Life. Drama.," A&E Network has created a new, year-round multiplatform community outreach initiative that turns the network's unique brand of storytelling into positive action, REAL LIFE. CHANGE. The announcement was made today by Bob DeBitetto, President and General Manager of A&E Network and BIO Channel.
REAL LIFE. CHANGE. is a movement about people taking action, big or small, which begins to change their lives in positive ways. It's about taking that first small step toward making a bigger change.
"Viewers witness the power of Real Life. Drama. every week by watching real people make positive transformations in their lives on A&E series like 'Intervention,' 'Hoarders' and the new series 'Heavy'," said DeBitetto. "REAL LIFE. CHANGE. gives inspired audiences a platform to make positive changes in their own lives and the lives of others."
The focal point for REAL LIFE. CHANGE. is a dedicated website (www.RealLifeChange.com) that inspires people to make positive changes in their lives, and connects them with others looking to make the same changes in their lives. For every change pledged, A&E Network will donate $1.00 to a charity of their choice from a selected list of charities supported by the network's talent and programming, which includes: American Cancer Society, American Heart Association, American Red Cross, Animal Welfare Institute, Big Brothers Big Sisters of America, DonorsChoose.org, Environmental Defense Fund, Mental Health America, Oxfam, Shape Up America!, St. Jude Children's Research Hospital, Support Police, The Innocence Project, The National Center for Victims of Crime, The Partnership at Drugfree.org, Wounded Warrior Project.
The campaign will also feature PSA's from network talent and customizable on-air vignettes. A&E will be inviting advertising partners to participate in the initiative.
In 2008, A&E embarked on the award-winning The Recovery Project, to help raise awareness that addiction is a disease and recovery is possible. Due to the overwhelming success of The Recovery Project, A&E has evolved and expanded its cause platform with the launch of REAL LIFE. CHANGE., a broader campaign to engage viewers and provide them with a platform to participate in many facets of change, both personal and for their community.
About A&E Network
A&E is "Real Life. Drama." Now reaching 100 million homes, A&E is television that you can't turn away from; where unscripted shows are dramatic and scripted dramas are authentic. A&E offers a diverse mix of high quality entertainment ranging from the network's original scripted series, including "The Glades," to signature non-fiction franchises, including the Emmy-winning "Intervention," "Dog the Bounty Hunter," "Hoarders," "Billy the Exterminator" and "Storage Wars," and the most successful justice shows on cable, including "The First 48" and "Manhunters." The A&E website is located at www.aetv.com.