Topic: Youth-Focused Initiatives
Around the holidays, viewers of WLTX-TV in Columbia, S.C.,donate toy after toy until six buses are crammed full and ready for Santaís delivery. Every year, the stationís "Stuff-A-Bus" toy drive makes sure thousands of needy children receive Christmas presents. On two Fridays in December, the station arranges for city transit buses to be stationed at three separate collection sites from which the station airs live cut-ins throughout the day. Last year, the stationís main anchor and sports reporter started a "Bike Challenge." Viewers were asked to donate a bike at the drive location of their favorite on-air talent, which resulted in bragging rights for the main anchor and hundreds of shiny, new two-wheelers for the children. To get word out, the station teams with Clear Channel radio stations in the area. Together, the stations launch an extensive promotional campaign a month before the drive, including public service announcements featuring families that have been helped by the effort in past years. On the days of the drive, a "homepage takeover" occurs on the WLTX Web site, where all banner ads are replaced by promotions for "Stuff-A-Bus."