Recording artists Selena Gomez was the halftime performer to kick off the Salvation Army’s Red Kettle campaign.
There was more that went into the selection than her voice. Charlotte Anderson, the Cowboys executive vice president and chief brand officer, said the Cowboys and the Salvation Army wanted someone who can inspire a new generation to give.
“Particularly this year, clearly with Selena Gomez, the whole concept is to mobilize a younger generation,’’ said Anderson, who is also the first woman chair of the Salvation Army’s National Advisory Board. “This generation is yards ahead of us in terms of how they communicate. She is the perfect person to go to when you’re trying to reach that generation.’’
The Red Kettle Campaign has raised $1.75 billion since it began in 1997. The goal this year is to raise $150 million.
“If we can inspire people to give and help the Salvation Army, then we can help people one step at a time and really help address significant problems,’’ Anderson said.
Source: Cowboys Blog
