Brian Steinberg Senior TV Editor Pharmaceutical giant GlaxoSmithKline is going to dramatic lengths to get consumers thinking about the challenges of Meningitis B. Rather than pepper Lifetime’s TV schedule with traditional ads about the disease, GSK has commissioned a short film on the subject, in which actor Soleil Moon Frye talks to parents and experts. Her efforts will show up in a three-minute vignette that appears during certain Lifetime movies; a 17-minute film made available via a bespoke digital site; and in “snackable” lengths via social and other venues. Melissa Joan Hart, who was, like Frye, a popular child actor and is a regular in Lifetime’s movies, will also appear in the vignettes, which will appear on digital outlets first and then on the cable network starting June 25.
