Blog post

IAVA and Miller High Life Launch Campaign
Posted by Blake Henderson on June 28 2010

IAVA has partnered with iconic American brand Miller High Life to launch a bold new campaign called “Give a Veteran a Piece of the High Life.” The groundbreaking effort provides up to one million dollars in cash and experiences to America’s newest generation of veterans and their families. Thousands of unique experiences include tickets to Major League Baseball and National Football League games, fly-fishing events, concerts, NASCAR races, outdoor adventures and much more. All “High Life Experiences” are generously donated by partners through Miller High Life and will be held in dozens of cities nationwide. Confirmed Iraq and Afghanistan veterans can access free tickets to these experiences at the new website TheRucksack.org.

“This is huge. This innovative campaign will make an impact on the lives of thousands of veterans and their families across the country. It provides those who have served with positive, unforgettable experiences, while connecting them with the critical resources and community that IAVA offers,” said IAVA Founder and Executive Director Paul Rieckhoff. “Miller High Life is an iconic American brand leading the effort to support our nation’s heroes. They are an example of how a company can invest in this generation of veterans and make a massive national impact. Miller High Life is showing Iraq and Afghanistan veterans everywhere that they’ve got our back.”

The “Give a Veteran a Piece of the High Life” campaign encourages Americans to take action and support this generation of veterans by collecting and depositing Miller High Life and Miller High Life Light bottle caps and can tabs. Miller High Life is donating 10 cents for every one of millions of specially marked caps or tabs returned to participating retail accounts or via mail between July 1 and September 30, 2010. Proceeds will go directly to providing veterans with a variety of memorable “High Life Experiences.” These experiences range from all-access VIP passes to the Coke Zero 400 NASCAR race at Daytona International Speedway, to tickets to the 2010 MLB All Star Game to tickets to the PGA U.S. Senior Open Championship.

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