May 25, 2001

"Calling America's Heroes" National Memorial Day Campaign

7-Eleven, Inc. industry and AT&T have teamed with the White House Commission on the National Moment of Remembrance to remind Americans about the true meaning of Memorial Day. The campaign, Calling America's Heroes, urges Americans to reach out and express their deepest gratitude to the family members of fallen heroes for their ultimate sacrifice and also to thank veterans and active military personnel for their service to our country.

On Memorial Day, Monday, May 28, beginning at 7a.m., up to 5,600 participating 7-Eleven stores across the country will distribute free AT&T phone cards, each with up to 15-minutes of domestic calling, valued at a retail of about $2 million in 14 major markets. The prepaid cards will be provided to the first 100 veterans, active military personnel and/or immediate family members of military service personnel who request them at participating 7-Eleven stores, with no purchase necessary.

Complimentary educational literature about Memorial Day will be available in the stores through the holiday. Selected stores will feature local war heroes, visits from elected officials, and area celebrities to help spread the word about the Calling America's Heroes campaign.

"Memorial Day is more than the day when the local pool opens, or the day that marks the unofficial start of summer, it is a day to remember those who have fallen in the line of duty and the family and friends they've left behind," said James Keyes, 7-Eleven, Inc.'s president and CEO. "7-Eleven has a unique opportunity to remind the more than 6 million Americans who visit our stores each day about the importance of Memorial Day."

The campaign's primary partner, the White House Commission on the National Moment of Remembrance, was formally established by Congress to help reclaim Memorial Day for the noble and sacred reason it was intended—to honor those who died in service to our nation. The National Moment is a personal, voluntary, one-minute pause for reflection and remembrance, wherever you may be, held at 3 p.m. (local time) on Memorial Day.

"We feel a special connection with the Calling America's Heroes campaign," said Car-mella LaSpada, executive director of the National Moment of Remembrance. "Our goal is to remind Americans of the sacrifices others have made for their freedom, and this program serves as a wonderful example of true corporate generosity and involvement to help achieve that goal. Sending this message, and providing the cards to make those much-needed phone calls, means so much to so many people."

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