Early in the morning of August 27, WMRC-AM in Milford, Mass., set out to raise awareness and money for a new state-of-the-art cancer center that was coming to town. By the end of the day, the station had accomplished both goals. WMRC’s 10-hour "First Class Radiothon" gave listeners details about the new $25 million facility, which will make it possible for those undergoing chemotherapy and radiation to receive treatment closer to home. The broadcast was filled with prerecorded and live interviews from local physicians, oncologists, cancer survivors, hospital administrators, patient care providers and local community leaders. Requests for monetary pledges came from area celebrities, politicians and families of cancer survivors. The station auctioned a number of donated items during the radiothon and offered prizes each half hour for listeners making pledges. At the close of the broadcast, nearly $35,000 had been raised. "The phones lit up from the moment we went on the air, and they simply never stopped," said Tom McAuliffe II, president of WMRC. "When the sun set on our first-ever ‘First Class Radiothon,’ we found ourselves absolutely exhausted, yet exhilarated over the fact that we had accomplished everything that we had set out to do."