Topic: Youth-Focused Initiatives
Participants in the March of Dimes Walk America were treated to three country music stops along the course, compliments of KASE-FM in Austin, Texas. A big supporter of the organization and its local chapter, the station also provided more than 300 minutes of promotional announcements about the walk and conducted a live interview with the March of Dimes executive director and a mother who experienced the tragic loss of a child due to premature birth. Online, the station created a designated Web page for the event, including the ability to join the KASE staff and listener team, streamed 300 minutes of promotion for the event, and sent out an email blast to its "VIP Club" members. Taking the title as the largest event in the walk’s history, the event raised $857,000 in a single day.
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