Actor and philanthropist, Gary Sinise, most noted for his role in Forrest Gump, has been a dedicated supporter of veteran causes for a number of years. This holiday season, Sinise has captured the world’s attention with Snowball Express.
Snowball Express, an initiative taken over by the Gary Sinise Foundation in 2017, is committed to serving families of the fallen. More than 1,700 Gold Star family members were just treated to a “guilt-and-worry-free” vacation to Disney World. Children and parents who have lost a spouse or guardian in military service loaded into 15 airplanes and were gifted a five-day trip to the happiest place on Earth.
Participants were greeted along the way by supporters singing and cheering in holiday gear. Even Mr. and Mrs. Claus arrived by helicopter to say hello and hand out presents. The goal of this project is to remind these Gold Star families that our community will never forget about their losses.
From a PR perspective, Sinise knocked this out of the park. Although he never sought media attention, this project and his message has gone viral.
Moral of the story — do good. Not because you want the credit, but because it’s the right thing to do. When your intentions are genuine, publicity will naturally follow.
That being said, hiring a publicist is never a bad idea…
Well done, Mr. Sinise. Well done.