Life on the Line
Life on the Line was a unique initiative combining the powers of TV and the Internet to inspire and enable women to take control of their health and health care. It was geared toward women because they make a disproportionate number of decisions regarding personal health care in the US. Life on the Line made first-rate information and tools available to a mass audience and also served as a model for the effective melding of different types of media to enhance the public's knowledge. Attitudes-research indicated that most women exposed to it learned something and changed the way they think about health.
Life on the Line demonstrated that in combination, TV and the Internet could deliver powerful messages and encourage behavioral change. Its TV program engaged viewers emotionally through a dramatic story, while the Internet site provided practical information and personalized tools that helped users to emulate proactive behaviors like those on the show, regardless of whether they were coping with an illness or working to maintain good health. According to research carried out by the Foundation for Accountability (FACCT), women who saw the Life on the Line TV program and used the web site were significantly influenced by them: more than 80% learned something about health, while more than 60% changed their thinking about health and health care.
In the Life on the Line TV program, which aired on Oxygen Media in fall, 2003, actress Ally Sheedy portrayed Chris McHugh, a 34-year old mother of two, and her courageous battle against inflammatory breast cancer. Although doctors initially gave her only 18 months to live, Chris resolved to learn everything she could about her disease and treatment options. She eventually passed away, but six years, not 18 months, after her diagnosis. By becoming her own health advocate, Chris bought precious years with her family and friends that doctors predicted she would never have. In addition, she became an advocate for all women with serious illnesses, urging them to be their own health care champions.
The complementary Life on the Line web site hosted by WebMD from 2003-2005, was a popular and valuable resource center. The site brought together some of the best health resources on the Internet and streamlined the often complex process of finding reliable health and health care information. Women used Life on the Line to assess their level of empowerment as patients, compare the care they are received to broader norms, generated personalized tips to improve their care and their relationships with their doctors, identified doctors and hospitals appropriate to their needs, learned critical aspects of self-care, and received and gave support through WebMD Health's peer support system.
The Life on the Line concept was developed by the Markle Foundation in collaboration with WebMD, FACCT, Oxygen Media, and a team of health and media experts.
