In a heartfelt effort to honor America’s service members, former Navy SEAL Bear Handlon, co‑founder of the veteran‑owned apparel brand Born Primitive, announced a new “Operation Debt of Gratitude” campaign. From November 6 through Veterans Day, the company and partner Black Rifle Coffee Company will donate 100% of their online profits to a medical‑debt‑relief initiative that aims to eliminate up to $35 million in outstanding bills for roughly 20,000 veterans and first responders.
Why the campaign matters
Handlon explained that many who have served continue to face financial hardship despite their sacrifices. “If people serve their country and put on the uniform, they should be taken care of,” he said. The campaign builds on a track record of success: since 2024, the effort has already erased more than $50 million in medical bills for over 25,000 veterans.
Personal stories highlight the need
One striking case involved a former SEAL now working as a U.S. marshal who was shot while serving a high‑risk warrant. He now faces an $8,000 medical bill that his agency will not cover. Handlon said he is contacting an Ohio lawmaker about the situation and is prepared to pay the bill himself if necessary.
Another veteran from Salt Lake City told Handlon he was contemplating suicide before receiving a letter confirming his medical debt had been forgiven. The unexpected relief prompted an emotional response that Handlon described as “a very emotional moment” for the veteran and even moved an audience at a Tony Robbins event.
How the debt is cleared
The campaign works with debt‑relief partner ForgiveCo, which purchases qualifying medical debt and cancels it. Recipients do not need to apply; they are notified by mail when their balances are erased. This streamlined approach ensures that help reaches those in need quickly and without bureaucratic delay.
Expanding the mission
For the first time, the initiative includes first responders, a decision Handlon linked to the nation’s 250th anniversary and the 25th anniversary of the September 11 attacks. He emphasized that firefighters and emergency personnel also endure traumatic experiences and deserve recognition.
Motivational speaker Tony Robbins has pledged to match the debt‑relief generated by the campaign, potentially doubling the impact to $70 million if the original $35 million goal is met. Handlon envisions a future where veteran‑owned brands could eventually eliminate more than $1 billion in medical debt, sparking a broader conversation about the financial challenges facing those who have served.
Community response
The effort has resonated with veterans’ groups, faith‑based organizations, and families across the country. Many see the campaign as a tangible expression of gratitude that aligns with Christian values of caring for those who have sacrificed for the nation.
As Veterans Day approaches, Handlon and his partners encourage the public to support the cause by purchasing from the participating brands. Every online sale directly contributes to freeing a fellow American from the burden of medical debt, reinforcing the principle that a grateful nation must look after its heroes.
Original reporting: Fox News (HLL/CB) — read the source article.
