The Many Faces of Character

trustworthiness | respect | responsibility | fairness | caring | citizenship

Our Mission

Valley Character seeks to increase the quality of life in the Roanoke Valley and surrounding areas by encouraging all residents to engage in civility and compassion to one another through the six pillars of character--trustworthiness, respect, responsibility, fairness,caring, and citizenship.

Our Foundation

Trustworthiness. Be honest. Don't deceive, cheat or steal.Be reliable. Do what you say you'll do. Have the courage to do the right thing. Be loyal. Stand by your family, friends and country.

Respect. Treat others with respect and follow the Golden Rule. Be tolerant of differences. Use good manners, not bad language. Be considerate of the feelings of others. Don't threaten, hit or hurt anyone. Deal peacefully with anger, insults and disagreements.

Responsibility. Responsible people do what they are supposed to do. They think about the effects their actions may have on others and they accept the consequences of their choices. They work hard and do their best.

Fairness. Play by the rules. Take turns and share. Be open-minded and listen to others. Don't take advantage of others. Don't blame others carelessly.

Caring. Be kind. Be compassionate and show you care. Express gratitude. Forgive others. Help people in need.

Citizenship. Do your best to make your school and community better. Cooperate. Stay informed about local and national issues. Vote. Be a good neighbor. Obey laws and rules. Respect authority. Protect the environment.

Who We Are

We are leaders and representatives of every sector of the southwestern Virgina area, sharing a common belief that our future must be protected by recognizing and promoting the six pillars of character within our community, thus enhancing the positive quality of life. We recognize that positive growth and success in school , the workplace, relationships, and in one's own inner self is highly dependent on the character that surrounds each of us, every day.


Russell McKenney, Chairman
Russell McKenney Advertising
Senator John Edwards Steve Davis
Grand Home Furnishings
Perry Calligan
Kings Entertainment
Kathy Rilee
Wheeler Broadcasting
Carl York
Marketing Consultant
Keith Farmer
Straight Street
Tracie McKenney
Gentle Shepherd Hospice
Larry LaCroix
Retired Executive
Rick Freeman
iHeart Media
Robert Haynes
Lamar Advertising

Our Past

Begun in 2001 as an all-volunteer program by State Senator John Edwards and other Roanoke Valley business leaders, Valley Character's goals are to go beyond the Character Counts program in our state schools that Senator Edwards and others implemented in the State of Virginia in 2000. We achieve our mission by marketing the positive attributes of character and its transformational qualities to youth and adults. Valley Character accomplishes this by creating awareness through radio spots, web marketing and events we hold in the Roanoke Valley and surrounding areas. Some of the local programs that have a character component that have benefitted are the CCAP program at VWCC, Junior Achievement, Straight Street, The First Tee, The Boys and Girls Club and others. In short, we are dedicated to helping parents and the community understand how to model good character traits for our youth.

Interaction Theater

Testimonial One
Testimonial Two
Testimonial Three
Testimonial Four
Testimonial Five
Boys and Girls Club
Gentle Shepherd
Grand Home Furnishings


Russell McKenney
Valley Character
328 Mountain Ave. SW
Roanoke, Virginia 24016