Topic: Health Awareness Campaigns
Breast cancer is the number two killer of women in Nebraska, which is why KETV-TV in Omaha, Neb., partnered with the Susan. G. Komen Foundation to raise money for cancer research and get messages about early detection to its viewers. In its inaugural year as media sponsor for the local Race for the Cure, KETV provided more than $114,000 worth of on-air and online promotion. The 2007 race had record participation and raised $525,000, a 20 percent increase from the year before. Stories about the many ways breast cancer has touched the lives of Nebraska women ran during news casts. Public service announcements featured the stationís anchors and reporters, several of which participated in the race along with other station employees. Live shots from the race were aired on the weekend First News broadcast, and main anchor Julie Cornell served as emcee for the post-race award ceremony. "It has been an amazing opportunity for us to work with KETV," said Lynette Farhart, executive director of the Nebraska affiliate of Susan G. Komen for the Cure. "They helped us reach so many more people for both our fundraising and our education efforts on early detection."
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