This October—Breast Cancer Awareness Month—Lifetime is featuring First Lady Dr. Jill Biden as well as actress Keshia Knight Pulliam and Extra correspondent and podcaster Rachel Lindsay in two public service announcements (PSAs) encouraging women to participate in screenings.

Lifetime is centering this year's “Stop Breast Cancer for Life” campaign around emphasizing that screenings should not be based on a “one-size-fits-all” approach and that early detection can save lives. This year's campaign, the network's 25th, supports efforts of the Breast Cancer Research Foundation (BCRF).

Dr. Jill Biden

“I'm asking you to put your health first,” says Biden in the PSA. “Take a moment to talk to your doctor about whether it's time for your mammogram or other cancer screenings. There's no one-size fits all approach, but we know early detection of cancer saves lives.” Viewers can go to Cancer.gov or call 1-800-4-CANCER for more information.

Dr. Biden's advocacy for breast cancer education and prevention began in 1993, when four of her friends were diagnosed with breast cancer. Following that year, she launched the Biden Breast Health Initiative to educate Delaware high school girls about the importance of early detection.

Stop Breast Cancer for Life PSA

Knight Pulliam (Married at First Sight: Afterparty, A New Orleans Noel) and TV correspondent Lindsay (The Bachelorette, Devil On My Doorstep) both have had friends and family affected by breast cancer. The PSA is presented by Ulta.

The PSA campaign, which encourages women to talk to their doctors about their individual risk factors, is running on Lifetime, on various digital platforms and off channel through Lifetime's distribution partners. 

“Breast cancer research, screenings and mammograms save lives. At A+E Networks, this issue hits home for so many people who have been deeply affected by this disease. Behind the statistics, there are women and their families, each with individual stories about the battle against breast cancer,” said Paul Buccieri, president and chairman, A+E Networks Group, in a statement. “I am honored that we are joining with the First Lady to raise awareness about breast cancer research and prevention. Together, all of us can help eradicate breast cancer and enable people everywhere to live longer, healthier lives.”

“We are grateful for Lifetime's continued commitment to shining a light on breast cancer every year,” said BCRF Chief Scientific Officer Dr. Dorraya El-Ashry, also in a statement. “Screening is key to early detection, which we know to be vital in improving outcomes and saving lives. While we've made significant strides in reducing mortality rates, there is still an urgent need to cure the disease and, simultaneously, find a way to prevent it entirely. With Lifetime's support, we hope more women are empowered to take control of their health.”

Additionally, BCRF will once again name the “Lifetime Award” to support the work of a leading researcher. The grant will be presented at BCRF's Symposium and Awards Luncheon on October 20.

Besides the public-service campaign, Lifetime also is offering three breast cancer-themed movies on VOD, the Lifetime app and mylifetime.com in October. These include the anthology of short films, Five, from directors Jennifer Aniston, Demi Moore, Alicia Keyes, Penelope Spheeris and Patty Jenkins. It's also featuring the film Four Extraordinary Women, about one man's emotional journey as four loved ones battle breast cancer; Matters of Life & Dating; and List of a Lifetime – starring Kelly Hu, Sylvia Kwan, Patricia Velasquez and breast-cancer survivor Shannen Doherty – which tells the story of a woman who searches for the daughter she gave up for adoption after she is diagnosed with breast cancer.

Lifetime Movie Club (LMC) will have a curated playlist of “inspirational women” that kicks off September 30, including the above films.