Topic: Community-Focused Initiatives
The annual campaign video WBIR-TV in Knoxville, Tenn., produces for its local United Way is shown to 800 companies and results in millions of dollars worth of contributions each year. It’s a project the station has taken on for more than 25 years and is only one of the many ways WBIR supports the organization. From August to November, the station runs public service announcements to help with United Way’s fundraising goals. Weekly updates on the success of the campaign include feature stories about the 50 local agencies the United Way serves. As funds come in, the station posts a "meter of success" on its Web site. And rather than just asking viewers to contribute, the station leads by example. WBIR employees and the station’s owner, the Gannett Co., contributed $75,000 to the United Way campaign in 2007. Year-round support includes news segments featuring United Way representatives and station talent emceeing events and speaking at engagements. "We could not manage without the good folks at WBIR," said President and CEO of United Way of Greater Knoxville Ben Landers. "For at least half of our 86 year history, WBIR has played a role."
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