By Paul Greeley
817-578-6324, Paul@NewsBlues.com

What if every local TV station in the country made a commitment to help raise funds and awareness for a non-profit in their market?

A one-day commitment that’s promopted and supported by live cut-ins and stories throughout the day within the station’s newscasts?

And it’s all branded the same by the station. Only the non-profits change?

The WISN 12 Day of Giving initiative, which helps a different non-profit organization each month, has raised a total of $63,337 to support ABCD: After Breast Cancer Diagnosis.

On October 8, 2025, WISN, Hearst’s ABC affiliate in Milwaukee, provided extensive on-air and online coverage to collect donations from generous viewers across Southeastern Wisconsin.

Those funds were bolstered by a matching donation of $25,000 from Fields Land Rover Volvo of Waukesha & Madison.

“We’re so grateful to everyone who opened up their hearts to help those impacted by cancer,” says Shawn Oswald, president and general manager of WISN 12. “The outpouring of generosity by our viewers is so touching. Together, we made a difference.”

During the WISN 12 Day of Giving, people donated by calling into a phone bank, scanning a QR code displayed on-screen on WISN 12, and by visiting wisn.com/giving.

The funds collected will support ABCD: After Breast Cancer Diagnosis, which offers free emotional support services to empower anyone impacted by breast cancer, at any stage, anywhere.

This includes people in treatment or who have completed treatment, those living with stage IV/metastatic disease, populations at high risk of developing breast cancer, as well as family and friends.

The WISN 12 Day of Giving initiative will continue to support local non-profit organizations throughout Southeastern Wisconsin.

Every month, the station will feature a different nonprofit to help advance its mission, pursue its goals, and most importantly, improve people’s lives.

This initiative aims to promote the power of community through the power of giving.

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