Miller High Life has teamed with Iraq and Afghanistan Veterans of America (IAVA) to promote  “Give a Veteran a Piece of High Life.” The ever-popular Windell Middlebrooks of High Life spokesman fame, has a history of helping people out, so he was a natural fit for the job of communicating this initiative.

As you can see from the CNN interview above featuring Windell and IAVA  founder Paul Rieckhoff, Miller High Life has distributed specially marked bottles and cans of High Life and High Life Light across America. When you see a pack, buy a pack. Save the caps and tabs, mail them back to Miller, and they’ll donate 10 cents for every one they receive. The donations go toward offering vets who have recently returned from tours in Iraq or Afghanistan the chance to do all kinds of cool VIP stuff. Concerts, sporting events, outdoor adventures – the works.

Miller has offered to donate up to $1 million in support of the IAVA, which is the largest nonprofit organization devoted to improving the lives of veterans of Iraq and Afghanistan and their families. 

The wars in Iraq and Afghanistan are in their seventh and eighth years respectively. Nearly two million American troops have served in Iraq or Afghanistan, and thousands have been deployed multiple times. IAVA addresses critical issues facing new veterans and their families, including mental health injuries, a stretched VA system, inadequate health care for female veterans, and GI Bill educational benefits. IAVA also provides valuable resources and empowers veterans to connect with one another, fostering a strong and lasting community.

SAATCHI & SAATCHI NEW YORK

Creative:
Gerry Graf
Ralph Watson
Rebecca Scheppes
Jared Creason
Dan Kelleher

Account:
Mark Rolland
Nick Miaritis
Connor Bryant

Producer:
Diane Burton

Director:
Harold Einstein

Tags: miller high life