Topic: Youth-Focused Initiatives
This past fall, listeners tuned into WKKB-FM in Providence, R.I., for its two-day Promesa y Esperanza (Promise and Hope) Radiothon, which raises funds for St. Jude Children’s Research Hospital. The broadcast is carried out in partnership with 15 sister stations in the Davidson Media Group throughout the country to raise awareness of childhood cancer within the Hispanic community and help St. Jude continue to offer treatment to all children, regardless of their families’ ability to pay. This year’s effort raised more than $100,000 in WKKB’s listening area alone, and more than $633,000 between the 16 stations combined. In addition to the live broadcast, the stations promoted the radiothon several months in advance, using on-air mentions, press releases and its Web site to reach a larger audience. "We are so grateful to these dedicated Spanish language radio stations and their generous listeners who have embraced the St. Jude mission of finding cures and saving children," said Richard C. Shadyac Jr., CEO of ALSAC, the fundraising organization of St. Jude. "It is heartwarming to see the Hispanic community rally around our cause every year, and I know that the funds raised during Promesa y Esperanza will inspire hope in our precious patients and their families."
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