The campaign was launched with a halftime performance by the Jonas Brothers during the November 24 game between the New York Giants and the Dallas Cowboys, according to a Salvation Army press release.
The executive vice president and chief brand officer for the Dallas Cowboys, Charlotte Jones, shared in a press release that the team has supported The Salvation Army for close to 30 years in their effort to “provide help and hope to millions in need each year.”
“As countless individuals and families still struggle with the effects of the pandemic, inflation, and other issues,” she continued, “we’re humbled to be part of The Army’s effort to help families maintain a sense of normalcy this holiday season and beyond.”
Jones formerly acted as a national advisory board chairperson for The Salvation Army.
The Dallas Cowboys and Jonas Brothers halftime show also featured a ceremonial donation to the Red Kettle campaign from the Gene and Jerry Jones Family Foundation, according to the press release.
The Salvation Army and Dallas Cowboys have raised almost $3 billion through the campaign since 1997. This funding supports vulnerable populations across the country with shelter, food, and more.
The national commander of The Salvation Army, Commissioner Kenneth Hodder, said in the press release that the holiday season is a time to help families in need.
“Each time we enter the holiday season, we are reminded of those who are having difficulties making ends meet,” Hodder shared. “What should be a time of rejoicing and togetherness becomes a time of great hardship for many families in need across our nation. It takes an army of partners and supporters to care for our most vulnerable neighbors, and we’re honored as always to have allies in the Dallas Cowboys, our ambassadors, our corporate partners, and of course, our volunteers and donors in the fight for good.”
This campaign is the longest-running and largest of its kind.
According to the press release, more than 25 million Americans were provided services through funds raised in 2021. Yet because of ongoing inflation, there are many more struggling to get by due to the rising cost of living. Similarly impacted by increased costs, social services providers are coming up short when trying to meet the increased need.
“The Salvation Army’s 2022 ‘Love Beyond’ theme calls on the public to support their neighbors in need and emphasizes that when we love beyond hunger, love beyond shelter, love beyond disasters, and love beyond Christmas, we can provide hope and help for millions,” the press release shares. “The Love Beyond campaign is a symbol of the help and hope that those who turn to The Salvation Army for assistance can count on, not only during the holidays but also year-round.”
This year was the second time the Jonas Brothers have performed as part of the Red Kettle kickoff. Donations can be made during the holiday season at red kettles across the country, according to the press release.
These kettles are stationed at various storefronts for Kroger, Food Lion, JCPenney, Bass Pro Shops, Walgreens, Sam’s Club, and Walmart.