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Brawny Asks Wounded Warriors What It Means To Be Tough

The brand continues its campaign with veterans group with new print ads.

Brawny Paper Towels has a longstanding relationship with Wounded Warriors Project (WWP), an organization that raises awareness and funds to help war vets. In 2013, the brand helped raise more than $1.4 million to help wounded vets transition to civilian life through WWP programs.

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The brand, with Atlanta-based agency Moxie, continues its fundraising efforts by asking consumers what they think tough is, and will donate $1 for every text or photo submission and $5 for every video. Also part of the campaign is taking answers from Wounded Warriors themselves and turned them into a series of print ads.

“Tough is taking an RPG to the head and living to tell about it.”

“Tough knows that failure is a step toward success.”

“Tough is a situation and not an outcome.”

“Tough is embracing your new normal.”

See the ads in the gallery above.

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About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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