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National Association of Broadcasters

KTUU-TV Promotes Tolerance

Topic: Community-Focused Initiatives

After paint ball attacks against Alaskan natives, KTUU-TV in Anchorage, Alaska, decided the community was in need of a campaign championing tolerance. After meeting with community leaders, the stationís "Change of Heart" initiative was born. Every six months, the station produces new 30-second public service announcements (PSAs) that confront the issue of racism. The spots feature high school students and aim to inspire cultural acceptance. In addition, the station runs news segments about the problem of racism and potential solutions. The flagship PSA produced when the effort first began two years ago features the swing choir from East High School performing "Change of Heart," a song written by their music teacher Janie Lidey. The PSA won two Goldie Awards from the Alaska Broadcasters Association and the song earned a Northwest Regional Emmy Award.

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