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KTNV-TV Raises $350,000 for American Cancer Society

Topic: Health Awareness Campaigns

KTNV-TV in Las Vegas, Nev., is helping make "Strides Against Breast Cancer." The station has been a partner in the event since the beginning, when 300 community members gathered for the first local "American Cancer Society Making Strides Against Breast Cancer Walk." Now in its eighth year, more than 6,000 people gather together for the October fundraiser, which generated $350,000 in 2007. All of the money stays in Nevada to help further research, fund early detection programs, and provide support for area patients and their families. KTNV helps formally kick off promotion for the walk each August at a breakfast where a four-minute video produced by the station provides inspiration and hope. From August until race day, the station runs one feature story a week related to breast cancer, including profiles of survivors and updates on the latest medical breakthroughs. Three weeks out from the event, the station begins airing a heavy schedule of race announcements featuring KTNV anchor Tiffany Sargent along with on-air personalities from partner radio station KXPT-FM. On the day of the walk, KTNV brings out its chopper as well as its news crews to get live shots of the race and its participants, dozens of which are KTNV staff. In total, the station donates nearly $150,000 in promotional spots and airtime each year.

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