In November 2011, DVL helped Jack Daniel’s launch “Operation Ride Home,” the first national effort to assist servicemen and women and their families travel home for the holidays. The distillery partnered with the Armed Services YMCA of Fort Campbell for the effort, and in honor of the base’s storied 101st Airborne Division, the campaign began with a $101,000 donation. Funds from the donation paid for plane tickets, gas, hotels and other essentials for these junior enlisted soldiers and their families who had the desire, but not the means, to make it home for Christmas.
In addition to Jack Daniel’s generous donation, DVL helped set up a consumer donation website to collect funds from the public who wanted to help out.
The campaign kicked off with a strong media push resulting in more than 35 million impressions during the holiday season, including an in-studio appearance with one of the soldiers and his family on “Fox & Friends”. Through the effort, Jack Daniel’s was able to help raise awareness from the general public and collect more than $25,000 in additional contributions to help send 242 soldiers and their families, a total of 668 people, home for the holidays.
Due to the overwhelming success, Jack Daniel’s has asked DVL to further expand the program for the coming year.