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National Association of Broadcasters

KITV-TV Airs PSAs to Support United Way

Topic: Community-Focused Initiatives

From families working to restore summer camp cottages to students refurbishing buses into homeless shelters, volunteerism is alive and well in the islands, thanks in part to the efforts of KITV-TV in Honolulu, Hawaii. The station airs public service announcements (PSAs) about the Aloha United Way’s Volunteer Hawaii online tool, where residents who want to volunteer and organizations that need volunteers are matched up. In addition, the station broadcasts a two-minute news package profiling a volunteer or volunteer opportunity broadcasts every week and hosts an annual luncheon to honor those who have given their time to one of the many local charities. According to the Aloha United Way, when PSAs and news stories air, traffic to www.volunteerhawaii.org usually jumps by 200 to 300 percent. With KITV’s support, 8,000 community members now use the tool to volunteer each year. "We could never have gotten the kind of public notice we have without KITV," said Susan Doyle, president and chief professional officer of Aloha United Way." It has been unprecedented for us and made our volunteer program a success."

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