Topic: Neighbors in Need
"The Great Food Drive," organized by KGW-TV in Portland, Ore., surpassed its goal this year, collecting more than 1.1 million pounds of food to feed the needy. The station began its annual month-long food drive five years ago to help families in Oregon and southwest Washington. Donations go to the Oregon Food Bank, the statewide hub for a network of 919 hunger-relief agencies. Throughout March 2008, KGW aired public service announcements, including one featuring Gov. Ted Kulongoski. Daily news stories on the need for donations and the progress of the campaign kept the goals of the effort in viewers’ minds. The value of the airtime for the PSAs alone totaled more than $75,000. In addition to raising funds and food donations, KGW uses the campaign to educate viewers about the root causes and status of hunger in the state.
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