Topic: Youth-Focused Initiatives
WTNH-TV in New Haven, Conn., turned its cameras on the community’s youngest volunteers for its "Kids that Make a Difference" primetime special. The 30-minute program, hosted by a WTNH talent, told the stories of children ages 10 to 18 who are raising awareness of important issues and organizations, including the Juvenile Diabetes Research Foundation, the March of Dimes and Mothers Against Drunk Driving. The special was promoted with recorded promotional announcements, an email announcement, a press release, a newspaper ad and an interview on a local AM radio station the morning of the special. "Connecticut is filled with children who give back to their communities," says Mary Lee Weber, director of community development for WTNH. Because of the station’s efforts, many viewers are now aware of that.
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