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Rolling Thunder: A Detailed History of Advocacy and Honor
Rolling Thunder is one of the most iconic and impactful motorcycle rallies in the United States, having grown from a small gathering of veterans in 1988 to a nationwide movement that raises awareness for Prisoners of War (POWs) and Missing in Action (MIAs). Through its annual motorcycle runs and advocacy work, Rolling Thunder has become a symbol of patriotism, remembrance, and the ongoing fight for accountability from the U.S. government regarding the soldiers left behind in wars. The Rolling Thunder Ride for Freedom in Washington, D.C., which attracted hundreds of thousands of participants at its peak, was an awe-inspiring spectacle that reverberated with the sounds of motorcycle engines and the cries for justice for POWs and MIAs.
This detailed history explores the origins, growth, and legacy of Rolling Thunder, while also examining the challenges the organization faced and the significance of its mission. Through this narrative, we’ll gain insight into the profound impact Rolling Thunder has had on the veteran community and its continued relevance in American culture.
The Seeds of Rolling Thunder: POW/MIA Awareness
The Rolling Thunder organization was born out of frustration and a deep sense of duty felt by Vietnam War veterans who believed that their fellow soldiers had been forgotten by the U.S. government and the general public. Following the end of the Vietnam War in 1975, a significant number of U.S. servicemen were classified as POWs or MIAs. Many families and veterans believed that some of these soldiers could still be alive, held captive in Southeast Asia. While the U.S. government publicly stated that all POWs had been accounted for, rumors persisted that some were still being held in enemy territory.
The founders of Rolling Thunder, Ray Manzo and Artie Muller, were both Vietnam veterans who felt a personal connection to the issue of POWs and MIAs. Ray Manzo, a retired U.S. Marine, and Artie Muller, an Army veteran, wanted to bring attention to the cause through a highly visible demonstration. Manzo was particularly moved by a 1987 visit to the Vietnam Veterans Memorial (The Wall), where he observed that many Americans seemed unaware of the issue of POWs and MIAs. He saw a need for greater public awareness and action.
The name “Rolling Thunder” was inspired by Operation Rolling Thunder, the U.S. military’s sustained bombing campaign against North Vietnam during the Vietnam War. The founders chose this name to symbolize the noise and presence they intended to generate with their cause-a symbolic "thunder" rolling across the nation to demand answers and accountability. The plan was to organize a large motorcycle rally in Washington, D.C., during Memorial Day weekend, drawing attention to the plight of POWs and MIAs in a highly public and visible way.
The First Rolling Thunder Ride: Memorial Day 1988
The inaugural Rolling Thunder Ride took place on Memorial Day weekend in 1988. Approximately 2,500 motorcyclists from around the country participated in the event, starting at the Pentagon and riding through Washington, D.C., to The Wall. The Vietnam Veterans Memorial was chosen as the focal point of the event because it represented the sacrifice of U.S. soldiers and the enduring pain of families who had lost loved ones in the war.
The event was a profound success, immediately capturing the attention of the media and the public. The image of thousands of motorcycles rumbling through the streets of the nation’s capital became a powerful metaphor for the veterans’ demand to be heard. The riders carried POW/MIA flags alongside American flags, and many of them were veterans themselves, further emphasizing the deep personal connection to the cause. The first ride set the stage for what would become an annual tradition, growing in size and influence over the years.