By Greg Hazley
NBCUniversal’s USA Network has formed a public affairs division to handle efforts like cause marketing promotions tied to programming and build off of its successful “Characters Unite” anti-prejudice campaign.
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Toby Graff, former senior VP of PA and corporate communications for Lifetime Networks and press secretary for then-First Lady Hillary Clinton, has been named senior VP to oversee the new unit. She has been consulting for USA for the past two years on the “Characters Unite” campaign, an anti-discrimination effort kicked off in 2009 which had the network partnering with non-profits.
Last year’s campaign included a documentary hosted by Tom Brokaw, digital outreach and awards.
Graff’s mandate includes oversight of on-air, digital, community, employee, press and sponsorship elements of the new endeavor, the network said.
“We saw firsthand the positive effects this program had across the country and will continue to build on its success through this new division, led by Toby with her vast experience and commitment to public service,” said a statement from USA co-presidents Chris McCumber and Jeff Wachtel.
At Lifetime, Graff created its “Every Woman Counts” voter campaign and developed its “Extraordinary Women” series of profiles. She helped that network push for legislation involving backlogged DNA evidence from rape kits and anti-slavery bills geared toward women.
USA has a potential audience of 102M homes.
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