Campaign aims to aid military families

April 13, 2011 at 12:00a.m.

McClatchy Newspapers

WASHINGTON

The Obama administration on Tuesday launched a national campaign for U.S. military families that calls on companies, individuals, civic and religious groups and schools to find ways help veterans, reservists and their families navigate work, school, psychological stress and day-to-day life.

Think of the new Joining Forces initiative as the military version of first lady Michelle Obama’s campaign against child obesity. It’s a largely nonlegislative effort that puts the imprimatur of the White House and Cabinet agencies behind a nonpartisan cause and rewards organizations that step up by publicizing and praising their efforts.

The initiative is meant to outlast the war in Afghanistan and Barack Obama’s presidency, and to create a permanent support network for a volunteer force that these days is only about 1 percent of the U.S. population.

Wal-Mart, Sam’s Club, Sears, Kmart, Siemens, Sears Holdings, Best Buy, the U.S. Chamber of Commerce and other groups announced commitments as part of Tuesday’s launch. These include promises to hire service members and their spouses and to facilitate job transfers for those who must move as part of their service. They also include initiatives for job training and financial assistance.

The president’s wife and Jill Biden, the wife of Vice President Joe Biden, announced the effort at an event at the White House with their husbands.

The women are taking the campaign on the road starting today, with events scheduled at Marine Corps Base Camp Lejeune in North Carolina, followed by stops later this week in Texas, Colorado and Ohio.