SELF Magazine and the Makers of STAYFREE®, CAREFREE® and o.b.® Partner to Create Custom Mini-Magazine for the 2010 Lilith Tour

NEW YORK, July 16 /PRNewswire/ -- SELF Magazine and the makers of STAYFREE® pads, CAREFREE® liners and o.b.® tampons are excited to announce an innovative collaboration for this summer's return of the 2010 Lilith Tour. After a decade-long hiatus, the music festival has returned to once again celebrate and empower women in music.

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For the first time, SELF has created a custom mini-magazine to be distributed at all Lilith Fair concerts from the STAYFREE®, CAREFREE® and o.b.® sponsor tent — called the Lilipad. Love Your Lilith, a 34-page, small-format version of this iconic, award-winning women's magazine, includes special content specifically tailored to the tour. In addition to health, beauty, fitness, nutrition, happiness and personal style stories, the SELF mini-magazine features interviews and original content from several of the tour's artists, including Sarah McLachlan, Jennifer Nettles, Corinne Bailey Rae, Colbie Caillat, Sheryl Crow and Martina McBride. More than 100,000 copies of the magazine will be distributed for free this summer, and it will also be available as an iPhone app.

A deluxe version of Love Your Lilith will also be available in Walmart stores nationwide and at Walmart.com beginning August 3. This extended version will feature 68 pages of printed content and will be packaged in limited quantities with these fun extras: a 15-track CD, a magnetic photo frame and a packet of flower seeds. In a first for any women's magazine, the package will retail out of the music department. The set is available in stores and online for $5.  Pre-orders of the magazine may be purchased online at http://www.walmart.com/ip/14862866.

Additionally, in conjunction with the mini-magazine, Self.com is launching a brand-new entertainment channel, Healthy Stars, which will feature extra content from the Lilith performers and additional celebrity news and commentary.

The Lilith tour kicked off in Calgary, Alberta, on June 27 and will visit 23 cities before concluding in Washington, D.C., on August 3.

SELF's Love Your Lilith magazine content was overseen by SELF Editor-in-Chief Lucy Danziger and developed by Entertainment Director Laura Brounstein.

"SELF has a history of working with great musicians," Brounstein states. "This magazine is a perfect synergy of all brands and artists involved. Sheryl Crow, Jennifer Nettles, Martina McBride and all the other artists included are smart, healthy and talented women who are a great representation of what SELF stands for. We are excited to partner with STAYFREE®, CAREFREE® and o.b.®. to put out this great magazine for Lilith fans."

"We're so excited to support a festival like Lilith and partner with SELF because they both celebrate women on such a grand stage," says Lori Deo, Vice President of Marketing, McNEIL-PPC, Inc.  "STAYFREE®, CAREFREE® and o.b.® aim to empower women by offering them confidence, comfort and protection in their everyday lives, to help them shine on their own personal stage."    

Omnicom's Fathom Communications, which developed and is managing the Lilith Tour activation program for STAYFREE®, CAREFREE® and o.b.®., developed the mini-magazine idea and marketing partnership with SELF to help extend the reach of the Lilith association.

"We immediately thought of SELF when looking for ways to maximize our brands' sponsorship of Lilith," says Brittany Hodak, Account Supervisor at Fathom Communications. "The magazine is a perfect vehicle to connect with our female target, and SELF has been willing to innovate and try new things for this first-of-its-kind promotion."

About SELF

With a unique spirit of positivity, SELF magazine reaches 6.7 million readers and provides a blueprint for the woman who wants to stay informed, get inspired, grow and achieve her personal goals. SELF is published by Condé Nast, a division of Advance Publications, which operates in 24 countries and is the world leader in exceptional content creation. For more information, visit Self.com.

About the STAYFREE® Brand

STAYFREE® pads offer women a full line of products to meet any protection need. With worry-free leakage protection, STAYFREE® pads help women feel totally comfortable during their period so they can stay connected. Products include the new STAYFREE® ThermoControl™, inspired by athletic fabrics to wick away moisture, STAYFREE® Dry Max, STAYFREE® Overnight and the traditional STAYFREE® Maxi. For a complete list of STAYFREE® products for all protection needs, visit www.stayfree.com.

About o.b.®

Designed small to protect big, o.b.® tampons are nonapplicator tampons that offer ultimate protection and comfort. Thanks to their small size, they are more discreet and easier to carry and store than other tampons, but they offer all the protection of an applicator brand. o.b.® tampons also provide a simple way for women to make a small but mighty change in their daily habits to help reduce waste and make a positive impact on the environment. Because o.b.® tampons do not have an applicator, they generate 58 percent less waste than any applicator tampon. To learn more, visit http://www.mightysmall.com. o.b.® is a brand marketed by McNEIL-PPC, Inc.

About the CAREFREE® brand

CAREFREE® has been a feminine hygiene brand for more than three decades, offering a full line of products to help women feel fresh and confident. CAREFREE® pantiliners fulfill a range of freshness needs, with CAREFREE® BODY SHAPE™ liners, CAREFREE® Thong liners with Stay-Put Wings, and CAREFREE® Original liners and, most recently, CAREFREE® ULTRA PROTECTION™ liners, which feel like a liner but protect like a pad. For a complete list of products, visit http://www.carefreeliners.com.

About Lilith 2010

From 1997 through 1999, Lilith Fair was one of the highest grossing touring festivals in the world, with more than 1.5 million fans in attendance and raising more than $10 million for national and local charities. Founded by Grammy-award-winning artist Sarah McLachlan, along with Dan Fraser, Marty Diamond and Terry McBride, Lilith Fair was the only tour of its kind—a celebration of women in music—led by McLachlan and featuring artists Sheryl Crow, Christina Aguilera, Erykah Badu, The Dixie Chicks, The Pretenders, Nelly Furtado, Queen Latifah, Indigo Girls, and Tegan and Sara. Nearly 11 years later, Lilith makes its highly anticipated return in June 2010 with an incredibly diverse lineup, including Mary J. Blige, Sugarland, Erykah Badu, Emmylou Harris, Tegan and Sara, Metric, Court Yard Hounds, Colbie Caillat and more. The philanthropic spirit of the original Lilith Fair remains in tact, with $2 from every ticket sold going to charity: $1 to a local women's charity in each tour market, $1 to the Lilith i4c Campaign,  http://www.lilithfair.com/i4cCampaign, a for-profit venture that will help fund Lilith's future nonprofit initiatives. For more information, visit http://www.lilithfair.com.

About Fathom Communications

Fathom is a full-service marketing agency launched in 2001 in New York by a pair of advertising executives — Peter Groome and Tres McCullough — who shared a unique vision: to create an alternative marketing practice that would act as a "go-to" and "hands-on" business partner to brands. Starting with only three people and two desks on Madison Avenue, Fathom has grown to more than 50 employees and two full-service offices. The Chicago office opened in 2006. Fathom Communications is part of the Diversified Agency Services division of Omnicom Group, Inc. NYSE: OMC. For more information, visit www.fathomcommunications.com.

SOURCE SELF Magazine