Georgia-Pacific, the maker of Brawny paper towels, recently surpassed $1.4 million in donations to Wounded Warrior Project (WWP) after the brand’s second national donation-matching campaign and largest corporate social responsibility initiative to-date. WWP is a national organization dedicated to fostering the most successful, well-adjusted generation of wounded service members in our nation’s history.
Proceeds raised by the campaign help wounded veterans transition to civilian life through 19 WWP unique programs and services ranging from economic empowerment to mental health care.
“Beyond the products we make, we want to have a strong impact in our communities, which is why we partnered with Wounded Warrior Project,” said Lanier Thomas, director of marketing, Brawny paper towels. “With humility, we give a million thanks to WWP and our veterans as we celebrate the true power of humanity’s strength.”
Brawny brand donations to WWP have come in the form of $500,000 given directly to the organization the last two years plus $250,000 through ongoing retail activation. Additionally, more than $650,000 has been donated $1 at a time when consumers “Liked” the Brawny Towels Facebook page, wrote a note of thanks to veterans on Facebook or texted “THANKS” to 272969. The brand’s custom Facebook tab gives consumers a place to show their support for veterans.
The Brawny brand increased awareness of WWP through custom packaging, social media, in-store point-of-sale, online advertising as well as on television. In addition, numerous wounded veterans across the nation shared their stories through a variety of live events and media opportunities.
Although this year’s donation goal has been met, the Brawny brand is continuing to empower consumers to support the everyday heroes who keep our nation strong. To do so, the brand will continue to match consumer-generated donations through the end of the year. The brand also has plans to deepen its commitment to our nation’s injured service members by extending its partnership with WWP into 2014.
“It is our mission to welcome injured heroes back home and assist them and their families through their difficult transitions,” said Jonathan Sullivan, Executive Vice President of Development for WWP. “We’re incredibly thankful for the support we receive from companies like Georgia-Pacific and brands like Brawny, who help us as we strive to honor and empower our nation’s wounded veterans.”