Topic: Youth-Focused Initiatives
A partnership between WJLB-FM in Detroit, Mich., and the Salvation Army keeps kids warm throughout the winter months. Last November, the "Coats for Kids Radiothon" broadcast live for two days from the Phoenix Theatre Bel-Air Center, where hip-hop and recording artist stars made special appearances for the donation drive’s 25th anniversary. In addition to 21 hours of radiothon broadcast, the station ran hundreds of promotional spots and gave Coats for Kids a homepage presence on the station’s Web site. Staff involvement totaled 150 hours. "We couldn’t be happier with the tremendous support from WJLB, our radiothon partners and the community," said Maj. Norman Marshall, divisional commander for The Salvation Army Eastern Michigan Division. "This outpouring of generosity means more children will be able to stay warm during the cold months." The campaign brought in 500 donated coats and $80,000 toward the purchase of thousands of additional coats.
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