Topic: Community-Focused Initiatives
The holidays were brighter for those in need thanks to the annual "12’s Day of Giving," organized by WSFA-TV in Montgomery, Ala. Each year, the station fulfills its mission to help local families make the holidays special when they cannot afford to otherwise by hosting a one-day event that benefits three local charities at once: Toys For Tots, Christmas Clearing House and the Montgomery Area Food Bank. A "12’s Day of Giving" record was set this past holiday season with the collection of more than 5,000 pounds of food, 3,000 toys and $21,000, almost double the donations from the previous year. Promotional spots began running several weeks before the event. On the day of the event, WSFA tents staffed with on-air personalities were set up in a community location for 14 hours. Viewers were encouraged to donate during live broadcasts and hourly updates throughout the day. Each year, more than $10,000 in airtime is donated. The board of the Montgomery Area Food Bank recognized WSFA at the end of 2007, stating, "Your extended coverage of our operation and your overall commitment to helping our food bank has been a very big help to the community that we both serve."
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