The Salvation Army is continuing the longest-running fundraising campaign in America with the launch of its 134th Red Kettle Campaign.
Partnering with the Dallas Cowboys, the campaign will officially begin at the fan-favorite team's game against the New York Giants at AT&T Stadium later today.
This year's Red Kettle Kickoff will feature a halftime performance by Grammy Award-winning country music star Lainey Wilson.
She will be performing hits from her newest album "Whirlwind," with an appearance from a special guest, to highlight the joys of giving during the holiday season and The Salvation Army's impactful work.
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In a press release, the singer shared how thankful she was to be part of a tradition started by The Salvation Army and the Cowboys in 1997.
"The holiday season is about giving back and coming together, so we can make a real difference in people's lives this Christmas. Bring your bell-bottoms and some bells for ringing because we're about to get this show on the road!"
Wilson's performance was initially announced in a one-minute spot last month, which featured the star dancing with the Dallas Cowboys cheerleaders.
Dallas Cowboys Chief Brand Officer and Co-Owner Charlotte Jones chimed in to highlight the campaign's ability, with Wilson's help, to magnify small acts of generosity and make a big difference:
“Every dollar donated helps The Salvation Army bring hope and support to those in need, and we couldn’t be more appreciative to Lainey Wilson for helping us kick off this important effort.
She perfectly captures the heart of this campaign, inspiring fans to make a difference for those who need it most.”
With a partnership spanning nearly thirty years, The Red Kettle Campaign has seen great success and stood the test of time.
This underscores the power of brand partnerships to create a large impact by leveraging the combined scale of two or more companies.
The Spirit of Generosity
For over three decades, the Cowboys and The Salvation Army have shared the Red Kettle Campaign's mission on Thanksgiving Day.
Funding services for families and individuals facing hardship, the campaign was able to support over 27 million people with food, shelter, holiday gifts, and emergency financial assistance throughout last year alone.
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Despite being America's largest private social service provider, The Salvation Army still faces its own unique set of challenges.
Five fewer giving days this year means that donations will be more important than ever, and Wilson's performance will be key to inspiring people to support the cause.
The global charitable organization is stepping up its campaigns this holiday season. Earlier this month, The Salvation Army Canada launched a campaign helmed by Grey Toronto to raise awareness about poverty.
