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National Association of Broadcasters

WXLK-FM Supports Area Society for the Prevention of Cruelty to Animals

Topic: Animal Protection AUDIO

A friend to animals, WXLK-FM in Roanoke, Va., supports its local Society for the Prevention of Cruelty to Animals throughout the year. The Saturday before Halloween, the annual "Walk for the Animals" brings out four-legged participants and their owners to raise funds. Complete with a howl-o-ween theme and pet costume contest, the family event raised a record 22,000 in 2007 with the help of WXLK’s media sponsorship. In 2008, the station organized an inaugural Easter egg hunt for dogs. A hundred participants were expected for the "K92 Great Egg Beg," and 500 showed up at the "Six Wags" dog park. The $2,500 in proceeds from admission charges went directly to the SPCA. In addition to raising funds to keep the shelter open, the station also helps animals find the right home. The station’s "Pet of the Week" segment airs live on the "Danny and Zack" show and features an interview with a representative from the animal shelter and the pet up for adoption. "The staff of WXLK has been instrumental in promoting the mission of the Roanoke Valley SPCA," said Kathy Purdue, director of marketing and special events for the shelter. "They promote the necessity of spaying and neutering, the benefits of microchipping and the value of all animals."

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