Each year Lifetime features over 30 new holiday movies with diverse themes, aimed to bring holiday joy to families nationwide through their It’s a Wonderful Lifetime programming. Lifetime is also committed to giving back to women and their families all year long.

In 2020 Lifetime approached WCPG with a goal of launching a new give back initiative
aimed at giving deserving families something to look forward to over the holiday season.

Result:

That year WCPG worked with the Lifetime team to ideate and implement the Gift of a Lifetime campaign, giving 5 deserving families of front-line workers incredible gifts and experiences to add light to their holiday season in partnership with non-profits Bob Woodruff Foundation, First Responders First, Los Angeles Fire
Department Foundation, The Pink Agenda, and Save the Children. WCPG secured and managed the campaign’s 5 charity partners as well as brand partners including Bow Flex, Home Depot, Pottery Barn, and Lego.

The following year, Lifetime partnered with country superstar Reba McEntire and aligned with Thistle Farms, a charity which has, for over 20 years, lit a pathway of healing and hope for women survivors of trafficking, prostitution, and addiction.

WCPG once again managed the talent, charity, and brand partners, providing recipient Terrie, a sexual abuse survivor, with the gift of housing for two years, rent free, provide by Regions Bank, a fully furnished by Apartment 2B, and home and holiday essentials from Dell, Comcast, OXO, Farberware, Target, Kroger, Journeys, Amazon, and Mattel.