Topic: Youth-Focused Initiatives
From Thanksgiving to Christmas, WYXB-FM in Indianapolis, Ind., is on the air and in the community encouraging listeners to embrace the season of giving and donate to the station’s annual “Soft Rock Santa” campaign. The month-long effort, which begins with a 10-hour live broadcast from various locations throughout Indianapolis, supports the Shepherd Community Center’s Christmas Gift Drive, which brightens the holidays of more than 1,000 needy children each year. The station places donation bins at businesses throughout the area to collect new toys, books, clothing and money. Recorded and live promotional announcements, an email blast to listeners and Web site promotion all help get the community involved. Last year, the station also worked with the Trans Siberian Orchestra to donate a portion of each ticket sale back to the Christmas drive, resulting in more than $8,000 in additional financial support. “WYXB has helped parents in a special way through their commitment to ‘Soft Rock Santa.’ Their efforts have enabled many needy parents to provide Christmas for their own children – a gift for the child and a gift for the parents’ self esteem,” said Jay Height, executive director of the Shepherd Community Center.
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