On June 15, Sears and the National Military Family Association (NMFA) unveiled a new summer camp program for children of deployed military parents. Announced by Jessica Lynch, former P.O.W. and program spokesperson, "Operation Purple" is the first camp program of its kind, bringing together children from all branches of the armed forces to interact with each other and address deployment-related stress. 

The kick-off took place in Wernersville, Pa. at Camp Keystone Courage, the program's first camp. At the ceremony, NMFA honored the Sears American Dream Campaign for supporting the camps as part of a $2 million contribution to the organization. Bob O'Leary, senior vice president, public relations and government affairs, accepted the award. 

Operation Purple will run 11 week-long, overnight camps across the U.S. and one in Guam. Nearly 1,000 children, ages 6 to 17, will attend the camps from June through August 2004. 

"With record numbers of military personnel deployed, military families will welcome this valuable opportunity for their children," explained Candace Wheeler, president of NMFA. "We are pleased that Sears, along with the Jessica Lynch, wanted to be involved with this program."

"Operation Purple is the perfect example of what Sears hoped to accomplish when it provided NMFA with $2 million to respond to the needs of military families," said Bob O’Leary, senior vice president of public relations and government affairs for Sears. "We recognize that military service often is accompanied by an emotional impact on the children of those who serve. We hope these camps will make a profound and memorable difference in their lives."