To improve the safety of children throughout the community, WWMT-TV in Kalamazoo, Mich., worked with police and volunteers to provide 600 families with free child identification cards at the 29th Annual Bronson Family Health Fair. The cards provide critical information needed if a child is missing, such as a current photo, contact information and thumbprint. Together, WWMT staff and volunteers assisted with thumbprints, took photos and laminated the finished cards. The station ran promotional announcements featuring morning anchor Jeff Varner more than three times a day for two weeks prior to the event. News coverage aired on both the 6 p.m. and 11 p.m. news and the station used banner announcements on its Web site. These combined efforts equaled more than $10,000 worth of promotional support. For the past decade the station has participated in the fair with safety as its focus.
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