KRGV, the ABC affiliate for Brownsville, Harlingen, McAllen and South Padre Island area of south Texas, recently spent two weeks highlighting diabetes, an epidemic in the Rio Grande Valley. WRGV is owned by the Manship family. KRGV’s Heart of the Valley initiative focused two weeks of full station resources on the issue, according to an […]
KRGV, the ABC affiliate for Brownsville, Harlingen, McAllen and South Padre Island area of south Texas, recently spent two weeks highlighting diabetes, an epidemic in the Rio Grande Valley. WRGV is owned by the Manship family.
KRGV’s Heart of the Valley initiative focused two weeks of full station resources on the issue, according to an email from John Kittleman KRGV’s general manager.
“KRGV received very positive feedback from doctors and community leaders that the focus on diabetes was much needed and quite effective,” wrote Kittleman.
“This is a great example,” said Thomas Wegmann, KRGV’s creative services director, “of how creative services, sales, news and community relations all came together to deliver an important community message and make Heart of the Valley a success.”
“One thing we really tried to do when coming up with creative for the sponsored spots was to allow the sponsors to be who they were, while also becoming an advocate for the viewer.”
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Here’s what happened during KRGV’s Heart of the Valley two-week initiative.
KRGV aired a total of 23 stories in its 6 and 10 p.m. newscasts to give viewers a broad look at the disease. The reports were delivered in both English and Spanish through KRGV’s SAP audio channel.
KRGV hosted 10 hour-long Facebook Livestream sessions where local doctors could answer questions from Facebook followers. These Facebook sessions reached 56,000 people and generated more than 1,000 comments, 2,300 reactions and 300 shares.
KRGV partnered with HEB, a Texas grocery story chain, to offer free diabetes screenings. Over the two weeks, more than 120 screening opportunities were offered to the community and over 6,500 diabetes screenings were completed.
KRGV partnered with five pharmaceutical companies to distribute 15,000 flyers to 300 physicians’ offices across the Rio Grande Valley.
KRGV and its advertiser partners (Payne Auto Group, Rio Bank, Lacks, and Begum Law Group) aired over 300 30-second announcements to grow diabetes awareness and encourage healthy lifestyles.
KRGV and its advertiser partners made a $5,000 cash donation to two local nonprofits offering diabetes treatment and education.
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