Lifetime itself has long supported the fight against breast cancer.
Once, executives in ad-supported television feared that any incursion into the political world risked alienating viewers. But now, many cable networks have decided that political causes -- and the stars who gravitate to them -- can draw viewers.
In Lifetime's case, that's especially true if the issues are not too controversial, fit the network's target audience, and have a whiff of the supermarket tabloid about them.
In the case of "Human Trafficking," for example, the film crusaded against the sex trade while giving viewers a generous look at the lurid details.
"Lifetime has always had that 'women in peril' kind of programming," said Cathy Perron, a professor at Boston University's department of film and television. "If they can wrap themselves in the cloak of social change, it gives them a caring, responsible image with their viewing audience rather than having it just as a way to get ratings."
Launched in 1984, Lifetime began as a talk-show cable network for women, featuring shows such as "Good Sex With Dr. Ruth." By 1991, executives noticed that ratings spiked during original movies and launched new series and films with heart-rending themes.
Today, advertisers seem to welcome the emphasis on issues. Nickelodeon launched its campaign against childhood obesity two years ago, and SpongeBob, the square-pants character popular with children, has been licensed to Boskovich Farms for packages of spinach. And, network executives say, candy companies did not flinch at the childhood-obesity campaign.
"It has been a great experience for Nick to connect with multiple marketers who agree that change is necessary and to find ways to effect change without necessarily hurting business," said Nickelodeon President Cyma Zarghami. "Our health and wellness efforts have been enthusiastically received by our marketing partners."
In fact, executives at the cable networks embracing advocacy see themselves in a win-win-win situation. Ratings are robust, viewers are responsive and advertisers seem eager to position themselves next to good causes.
Plus, legislators report they are delighted to have the lobbying help.
" 'America's Most Wanted' has been tremendously effective in bringing a public focus and an advocacy to a position we're trying to move," said Jeff Lungren, spokesman for House Judiciary Committee Chairman F. James Sensenbrenner Jr. (R-Wis.).
