October 16, 2007 / 12:16 AM / in 11 years

Lifetime lending support with "My Bra" campaign

LOS ANGELES (Billboard) - Lifetime Television has commissioned a theme song for its campaign tie-in with National Breast Cancer Awareness Month.

“My Bra” — slang in the breast cancer community for the word “friend” — was written by Kara DioGuardi (Christina Aguilera, Gwen Stefani) and James Poyser (Common, Lauryn Hill). R&B singer Mya recorded “My Bra,” which will be featured throughout the cable network’s 13th annual Stop Breast Cancer for Life advocacy campaign.

DioGuardi, whose mother died of ovarian cancer in 1997, says she was initially taken aback by the term “my bra.”

“But after it was explained, I understood. The urban sensibility of James’ track underscores the term and has a bittersweetness to it, an emotion most experience when dealing with cancer. It was an experience very close to me. I literally wrote the song in five minutes.”

Mya will perform “My Bra” October 16 when Lifetime hosts its annual Heroes reception in Los Angeles. The tune will also be featured in Lifetime’s campaign centerpiece, the original Movie “Matters of Life & Dating,” which premieres October 22. Ricki Lake and Holly Robinson Peete star as cancer survivors.

Online retailer iTunes will on Monday begin offering downloads of “My Bra” for 99 cents along with a sneak peek of “Matters of Life & Dating.” iTunes will cross-promote the song and movie throughout October — National Breast Cancer Awareness Month. In turn, Mya’s Universal Motown label will simultaneously promote the song and movie.

Reuters/Billboard

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