Topic: Neighbors in Need
| VIDEO
Due to the high cost of fuel, WWLP-TV in Springfield, Mass., once again decided to organize its “Warming Hearts and Homes" campaign. Each week during the cold weather season, "Warming Hearts and Homes" provided a $300 fuel assistance voucher to a family requiring assistance. The station partnered with the United Way of Pioneer Valley to identify recipients and worked with local businesses to fund the vouchers. Nearly $25,000 worth of airtime was donated to the campaign. In addition to airing 30-second public service announcements, the station reported weekly on the recipients and their stories. In all, the program lasted more than three months and helped 15 families heat their homes. “The $300 provided by ‘Warming Hearts and Homes’ meant the gas bill could be paid, so families didn’t go cold,” said Joanne Dernoga, vice president of community investment for the United Way of Pioneer Valley. “People really needed that assistance. It meant a lot.”
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