Topic: Youth-Focused Initiatives
The community’s children are at the heart of a longtime partnership between WJJQ-AM/FM in Tomahawk, Wis., and the Tomahawk Optimist Club. Each year, the station sponsors an "Optimist Club Radio Day," where proceeds from advertising are given to the club to help support its many child-centered activities. The ads sold for the fundraiser feature members of the Optimist Club, many in their 80s or older. To help raise awareness, the station runs news stories and promotions about the club and the event starting seven weeks in advance. Since the beginning of the "Radio Day" campaign more than two decades ago, about $50,000 has been raised to support the youngest members of Tomahawk. "WJJQ is at the very heart of the community," said Allan Prosser, president of the Tomahawk Optimist Club. "When we combine our efforts, we are able to raise thousands of dollars in this small town that is then returned to the community to provide for our youth. That is how we kept this community growing."