Topic: Neighbors in Need
Bringing together its community in the true holiday spirit, KSBW-TV in Salinas, Calif., partnered with The Salvation Army for its 23rd annual “Share Your Holiday” telethon. The seven-hour live-broadcast fundraiser is a celebration; local musicians perform, school children are interviewed on the air, and neighbors drop off food, toys, clothing and blankets for those less fortunate. This year, cash donations surpassed $100,000 for the fifth year in a row, and more than 18,000 pounds of food and 7,000 new toys were collected at six drop-off locations throughout the area. “The need for ‘Share Your Holiday’ this year was greater than ever, and our Central Coast viewers came through once again. To me, this exemplifies the best of what local television can do: We can only present the message and ask for support; it is our loyal viewers who hear of the need and rally to respond to help the Salvation Army aid local families in need,” said General Manager Joseph Heston, who agreed to shave off his mustache during the telethon in exchange for an anonymous $10,000 donation to The Salvation Army.