In solidarity with the Wounded Warriors Project, Brawny created a paper towel packaging design that highlighted the project's mission, as well as individual stories from Wounded Warriors.
The special paper towel packaging included a vibrant design printed in five colors, stamped with QR codes that link to Facebook and WWP's website where donations could be made. While Brawny is a brand that often plays off the toughness of its paper towels, this partnership is a serious one that showed the strength of real individuals. Other calls to action on the packaging included notes to like WWP's page on Facebook, or what number people could text in order to make a donation in support of Wounded Warriors. For each thank you to a Wounded Warrior posted to Brawny's Facebook over a period of time, Brawny donated $1 (for a total of up to $350,000) to the project.