Miller High Life and IAVA Team Up for Second Consecutive Year to "Give a Veteran a Piece of the High Life"

Massive National Program Gives Iraq and Afghanistan Veterans up to $1 Million in Cash and "High Life” Experiences

NEW YORK- Today, Iraq and Afghanistan Veterans of America (IAVA), the nation's first and largest nonprofit, nonpartisan organization for veterans of the wars in Iraq and Afghanistan, and iconic American brand Miller High Life launched the second year of the groundbreaking "Give a Veteran a Piece of the High Life" campaign. The partnership provides up to one million dollars in cash and experiences to America's newest generation of veterans and their families nationwide. Thousands of unique experiences include tickets to Major League Baseball and National Football League games, NASCAR races, concerts and much more. In addition, this partnership will allow for IAVA to expand outreach to new veterans and provide critical employment resources to those attending events who are making the transition from combat to career. 

“Miller High Life is leading the nation in supporting new veterans. And this program is like the welcome home parade that our generation has never received. Last year, we saw the power of veterans getting together across the country, feeling connected and forming their own communities.  In the second year of this program, we hope to replicate these enormous successes and reach many more veterans than before,” said IAVA Founder and Executive Director Paul Rieckhoff.  “This new generation of veterans is unique because we are geographically dispersed and lacking a natural community.  Through the ‘Give a Veteran a Piece of the High Life’ campaign, Miller High Life is giving new vets a fun way to connect with each other in easy and meaningful ways. The scope of this program will also allow IAVA to expand outreach and provide employment resources to the thousands of veterans who may be struggling to make the transition from combat to career.”
 
“With the outpouring of support new veterans received last year through our ‘Give a Veteran a Piece of the High Life’ program, we knew it was important to continue bringing vets unique experiences – we believe in doing more than just writing a check,” said Miller High Life Brand Manager Brendan Noonan. “Americans will be enjoying a beer or two at their summer barbeques, picnics and tailgates, so why not toast to the troops and veterans and make it a High Life in support of our nation’s veterans?”
 
The "Give a Veteran a Piece of the High Life" campaign encourages Americans to take action and support this generation of veterans by collecting Miller High Life and Miller High Life Light bottle caps and can tabs. Miller High Life is donating 10 cents for specially marked caps or tabs returned to participating retail accounts or via mail between June 1 and September 30, 2011. Proceeds will go directly toward providing veterans with a variety of memorable "High Life” experiences. A national commercial created specifically for this campaign was filmed with veterans of Iraq and Afghanistan and Windell Middlebrooks, the famous Miller High Life delivery guy. The commercial is airing nationally on ESPN, Comedy Central and many more stations.
 
Iraq and Afghanistan veterans can visit TheRucksack.org to find unique "High Life” experiences in their community and to request tickets. Veterans must be confirmed (paperwork-certified) IAVA members to gain access to these events and opportunities. The Rucksack also gives partners, sponsors or individuals a platform to provide experiences to returning veterans nationwide. 
 
Editor’s note: Hi-res images, broadcast-quality videos including television ads and other press materials are available for media to download by visiting www.epkzone.com/millerhighlife.  This site is intended for members of the news media only and should not be distributed or shared.
 
If you are a member of the media who wishes to arrange an interview with IAVA Founder and Executive Director Paul Rieckhoff or an IAVA Member Veteran who has been the recipient of “High Life” experiences, please contact Isabel Black at (212) 982-9699 or isabel@iava.org.
 
Iraq and Afghanistan Veterans of America (www.IAVA.org) is the country’s first and largest nonprofit, nonpartisan organization for veterans of the wars in Iraq and Afghanistan and has more than 200,000 Member Veterans and civilian supporters nationwide.
 
The Miller High Life "Give a Veteran a Piece of the High Life" program will be supported with extensive print, television, radio and online advertising, point-of-sale, custom packaging and public relations efforts nationwide. For more information on how to get involved, visit www.MillerHighLife.com.