Brawny launches 'inner strength' campaign

Brawny's inner strength campaign

Georgia-Pacific, the maker of Brawny paper towels, is partnering with Wounded Warrior Project (WWP) on the campaign, to help raise awareness and resources for the growing non-profit that strives to help honor and empower our nation's Wounded Warriors. This is the Brawny brand's largest CSR initiative to date and its most significant charitable contribution this year.

Key campaign highlights include:
-- Brawny will donate up to $600,000 to WWP
-- Brawny will make a direct donation of $250,000

-- From now until December 31, 2013, Brawny will also donate $1 (up to $350,000) for every individual who shares a "Thank You" note on the Brawny Towels Facebook page, "Likes" Brawny Towels on Facebook, or texts THANKS to 272969 

-- Robust marketing elements, including television and print advertisements and digital elements
-- Special Brawny paper towel packaging highlighting Wounded Warrior stories that will be in participating retailers across the country

The Brawny packaging highlights the WWP partnership and explains how consumers can get involved (by "Liking" the Facebook page, leaving a note of thanks on the Facebook page, or texting THANKS to the indicated number). The packaging also encourages consumers to make their own donations by visiting the WWP website. The pack also highlights a specific Wounded Warrior's story and includes a QR code that links to the Facebook page for more information.

Source: Georgia-Pacific

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