Waterloo Youth City Council wins Regional Emmy for mental health PSA


WATERLOO — Since its inception five years ago, the Waterloo Youth City Council has had success advocating for teen mental health issues.

Statewide recognition led to an opportunity to create a series of public service announcements in partnership with NRG Media, the Waterloo Career Center and KWWL-TV. They aired on radio and television during the spring and summer. 

Now the group’s efforts have been further validated with a Regional Emmy Award. 

Regional Emmys differ from the national awards but are also given out by the Academy of Television Arts and Sciences. Iowa is in the Upper Midwest Region, one of 19 across the U.S. The Upper Midwest Emmy Awards ceremony, where the students’ win over two other nominees was announced, happened Oct. 14 in Bloomington, Minnesota. 



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KWWL commercial producers Michael Minard, left, and Tyler Ritchey present their Emmy for a mental health PSA to the Waterloo Youth City Council, which helped to create the PSA, during a group meeting on Wednesday in Waterloo.




“When we sat down with the kids to work on the scripts for the PSAs there were two points they wanted to make sure people knew about,” said Mike Waters from NRG Media, which owns radio stations in the Waterloo and Cedar Rapids markets. “First were how many teens are affected by mental health issues. Second, they wanted to make sure teens had a way to get in touch with mental health services.” 

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Members of the youth council worked with KWWL to create the concept and television spots and with the Career Center to produce the PSAs. 

Digital media instructor Matt Dunkerton explained how the Career Center was able to help the youth council and adviser Carol Luce with the project.



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Waterloo Youth City Council co-director Carol Luce takes a picture of the Emmy awarded to KWWL for a mental health PSA, which students in the WYCC helped to create, during a group meeting at the Waterloo Center for the Arts where KWWL’s Michael Minard and Tyler Ritchey presented the Emmy to the group.




“I think this was a wonderful experience for all who got to participate in it. I was pleasantly surprised to learn about the award the project received,” he said in an email. “I loved Carol’s determination, drive, and focus as she guided students to create something they believed would impact and benefit our community and beyond.

“Their success is a measure of her success too. It is important to also give credit to Jennifer Bear and Mike (Waters) of NRG media. They provided professional guidance and production help throughout the project. I believe Mike mixed the final edit together and gave it the high quality production polish that it has.”

Ultimately, it was the purpose of providing mental health assistance to students that brought all parties together. 

Earlier this year, the youth council traveled to Des Moines to lobby for HF602, which was signed into law in June. It puts mental health resources on the back of every high school student’s ID card throughout Iowa via a QR code. Shortly after the bill signing, the youth council was recognized by Gov. Kim Reynolds for its advocacy.

“Hopefully if there was someone dealing with a mental health issue, they heard the message and were able to use the website we provided to get the help they needed,” Waters said. 

Recently graduated WYCC member Lamequa Ramsey expressed her happiness with how many ways the commercial she starred in has helped the community while winning an Emmy as well.

“It’s kind of shocking to win, I read the email and could not believe it,” she said. “The Waterloo City Youth Council has helped me out a lot in my life with my own mental health. It’s awesome how many people have seen the commercial.” 


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