At 9 a.m. this morning, Salvation Army musician Matt Sims kicked off the annual Red Kettle Campaign at Short Pump Town Center with bells and music. He will play for 36 hours, ending at 9 p.m. Nov. 12. The feat of playing 36 consecutive hours has never before been attempted by any Salvation Army musician. The idea came to him in late summer as he was thinking of ways to increase awareness for the Red Kettle Campaign at a time when donations to The Salvation Army are more important than ever.

Sims and his kettle will be located near the fire pit in front of Dick’s Sporting Goods. An online Red Kettle (http://www.onlineredkettle.org/36hours) has been set up for the 36-hour campaign so that those who cannot attend can still contribute. While Sims plays at Short Pump Town Center, additional bell ringers will fan out across the region for the traditional Red Kettle Campaign, which will continue every day through Christmas Eve (except Sundays and Thanksgiving Day).