Honors Handed Out June 18 at NYSBA’s 50th annual Executive Conference

A highly successful partnership between the American Cancer Society (ACS) and WPIX-TV/PIX11 that helped the non-profit expand its audience and raise additional funds to support critical cancer research has earned both organizations a prestigious 2012 New York State Broadcasters Association (NYSBA) “Community Engagement Award.”

The honors were handed out Monday, June 18th during the Tony Malara Memorial Awards Dinner at NYSBA’s 50th annual Executive Conference, held at The Sagamore Resort Hotel.

“The partnership between the American Cancer Society and PIX11 demonstrates that by working together local stations and community groups can make a difference,” said NYSBA President David Donovan, noting that the association launched the Community Engagement Awards to recognize the critical relationship between local stations and organizations that work to improve their communities.

“The `Relay for Life’ and `Determi-Nation’ events not only promoted health and fitness, but also raised a significant amount for American Cancer Society research,” he added. “The media partnership made a difference in the lives of millions of people who benefit from this all important research. Congratulations to PIX11 and the American Cancer Society for serving the public’s interest and improving the lives of all New Yorkers.”

Through the special partnership, PIX11 aggressively promoted Relay For Life both on-air and online.  Relay for Life is designed to celebrate survivorship and raise money for research and programs. During the 24-hour event, teams gather at schools, fairgrounds or parks and take turns walking or running laps. Each team tries to keep at least one team member on the track at all times. 

PIX11, New York’s home of the CW Network, also tapped into the same tools to publicize the DetermiNation program (formerly known as Charity Runner), which gives runners the resources they need to strategically train for and complete marathons, triathlons, cycling races, and other endurance events. 

“PIX11’s support of our Relay For Life and DetermiNation initiatives across New York Metro is exceptional. This exposure has allowed us to reach a significantly larger audience and helped us raise funds for lifesaving cancer research,” said American Cancer Society Executive Vice President New York Metro Jennifer Podoll. “We are truly honored that our wonderful partnership has been recognized with a ‘Community Engagement Award.’” 

Three radio and three television stations received Community Engagement Awards. The award included a donation to the American Cancer Society.

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Founded in 1955, the New York State Broadcasters Association (NYSBA) offers a variety of services to help the broadcasters of New York state better serve their communities. NYSBA also represents the interests of television and radio stations before the NYS Senate and Assembly, the US Congress, and various other legislative bodies. For more information, call (518) 456-8888.