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On Thanksgiving Day, Country music superstar Luke Bryan—winner of the 2015 CMA Award for Entertainer of the Year—will perform LIVE during halftime of the Dallas Cowboys game against the Carolina Panthers.
Bryan’s Thanksgiving Day performance will kick off the Salvation Army’s annual Red Kettle Campaign, marking the 19th year the Dallas Cowboys have partnered with The Salvation Army to launch the iconic and annual campaign, which raises millions of dollars throughout the holiday season.
“As a football fan, I’m especially excited to be performing on Thanksgiving Day,” said Luke Bryan. “It’s also an honor to spotlight two great organizations like Dallas Cowboys and The Salvation Army and raise awareness for all the great work they do.”
“Luke Bryan is one of the biggest names in country music, but he has an incredibly humble spirit and is always searching for ways to give back and help others. For us, it was a perfect fit for what the Red Kettle kickoff represents for our partnership with The Salvation Army,” said Charlotte Jones Anderson, executive vice president and chief brand officer for the Dallas Cowboys and former national advisory chairperson for The Salvation Army. “Millions of families and children are impacted every year by the good works of The Salvation Army, and our goal is to help spread that message and educate Americans that every penny dropped in those red kettles goes toward making a difference.”
The Red Kettle Campaign runs from Thanksgiving Day through Christmas Eve and is the largest and longest-running fundraiser of its kind. It raised $144.7 million last year alone, with more than $2 billion raised since the Dallas Cowboys Thanksgiving Day partnership began in 1997.
Donations help provide meals and shelter for families and Christmas toys for millions of children, in addition to numerous other social services programs year-round, such as substance abuse programs, shelter and counseling for victims of domestic violence and military veteran assistance.
For the second year, this campaign will include an invitation for donors to share their reasons for giving on social media, and Luke Bryan will add his own #RedKettleReason.