Topic: Community-Focused Initiatives
The "Red Kettle Drive," a brainchild of KTUL-TV in Tulsa, Okla., brought volunteer bell ringers for the Salvation Army out in force. During newscasts and the "Good Day Tulsa" show in October and November, the station ran a series of stories about the charity’s need for helpers. In conjunction with the stories, the station set up a phone bank for viewers to call in and volunteer. KTUL didn’t just ask their viewers to get involved, they volunteered, too. For three days, station talent took shifts ringing bells at designated kettles. Then, KTUL continued to inspire volunteerism and support for the Salvation Army by encouraging viewers to donate their time to distribute toys and food baskets. The station also reported live from the Salvation Army’s holiday toy drive, drumming up the giving spirit until goals were cut unexpectedly short when a severe ice storm left the area dark for days. With no stores open, there was no opportunity for bell ringing or toy shopping. KTUL went to the airwaves again, asking viewers for monetary contributions so the Salvation Army still could bring Christmas to needy children in the area. With the station’s help, the Salvation Army met its goal. Even though the storm had taken away weeks of time in which donations are usually heavy, more than 1,000 children received gifts.
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