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National Association of Broadcasters

KVUE-TV Raises Funds for Area Humane Society

Topic: Animal Protection

When the air-conditioning system in the local humane society unexpectedly broke in the heat of the Texas summer, KVUE-TV in Austin, Texas, stepped in and organized a drive to raise money for the purchase of a new unit. Even with a temporary cooling system buying time, the Austin Humane Society was in need of $200,000 for the purchase of a permanent replacement, and the funds were needed quickly. The KVUE newscasts covered the ongoing story each day. During the weathercast, viewers were asked to donate and an update was given on where the fundraising efforts were in relation to the goal. More than 120 public service announcements reminded viewers to donate. In less than three weeks, the drive had exceeded its goal. Not only was a new unit ordered and paid for in full, excess funds were given to help maintain it. The more than a hundred residents of the shelter spent the rest of the summer cool and healthy. During the fall, KVUE was honored with the 2007 Austin Humane Society’s Guardian Award for its assistance in solving the air conditioning crisis.

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