Parton, renowned as a global icon and multifaceted artist, delivered an exhilarating performance that included some of her biggest hits and songs from her latest album “Rockstar.” The event, a longstanding tradition of the Cowboys, not only entertained audiences nationwide but also inspired millions to contribute to the Red Kettle Campaign. This campaign, since its partnership inception with the Cowboys in 1997, has successfully raised over $3 billion, aiding millions in need during the holiday season and beyond.

Rehearsal before the kick off of The Salvation Army’s 133rd Red Kettle Campaign. The featured act was legendary country music singer Dolly Parton. Photo Credit: Habitech

Behind this memorable performance was the creative genius of Stephen Dahlem, Senior Creative Director at Corporate Magic. An Emmy Award-winning creative director, Dahlem has been a pivotal figure in the Thanksgiving halftime show for over two decades. His expertise and innovative vision have consistently elevated the event, making it a highlight of the holiday season.

Dolly Parton, expressing her enthusiasm for the event, remarked, “I am just so excited to be performing live at AT&T Stadium today to celebrate the launch of the Red Kettle Campaign. It’s a privilege to help shine a light on The Salvation Army’s services for those in need during the holidays.”

Charlotte Jones, Executive Vice President and Chief Brand Officer of the Dallas Cowboys and a former national advisory board chairperson for The Salvation Army, reflected on the 27-year tradition of supporting the Red Kettle Campaign. “We are honored to have Dolly Parton’s incredible performance kick off this year’s campaign, hoping to inspire generosity across the country,” she said.

The Red Kettle Campaign is vital in addressing the growing needs of families across the United States. In 2022, it supported services for nearly 24 million people, providing essential aid such as Christmas gifts, food, shelter, and utilities assistance.

Commissioner Kenneth Hodder, national commander of The Salvation Army, underscored the importance of the campaign: “As we head into the holidays, our commitment to serving those in need remains steadfast. We’re grateful for the support of partners like the Dallas Cowboys, Dolly Parton, volunteers, and donors who help make a significant difference in countless lives.”

This year’s Red Kettle Kickoff, enhanced by Stephen Dahlem’s creative direction and Parton’s iconic performance, was not just an entertainment spectacle but a powerful reminder of the impact of community support and the enduring legacy of The Salvation Army’s humanitarian efforts.