Sign the &ldquowall of thanks&rdquo page or &ldquolike&rdquo the wounded warriors page and the makers of brawny® paper towels will donate 1 to the wounded warriors project&trade wwp. As of july 19, upwards of 281,000 were donated to &ldquohelp us support our nation&rsquos heroes and their families,&rdquo says the web site. Brawny packaging is also part of georgiapacific&rsquos effort to support these veterans and their families.
As of july 9, the company began to sell limitededition packs of the paper towels to help support and raise awareness of the needs of injured service members. Georgiapacific worked with bulletproof to create the packs. As well as an eyecatching design that manages to retain brand equities, the pack also features qrtext codes and webfacebook links that enable shoppers to give back to heroes and their families. The project involved partnerships between multiple stakeholders and was centered around clearly communicating the various ways of supporting the cause.
Bulletproof&rsquos challenge was to produce a pack design that engaged and informed the consumer about wwp and promoted a call to action. The objective was to enable consumers to send messages of appreciation to service members or make donations to wwp. Beside sharing a &ldquothank you&rdquo note or a &ldquolike&rdquo on the brawny towels facebook page, consumers can text thanks to 272969 between june and december 2012. Donations raised will benefit a variety of wwp programs. The 1.5mil lowdensity polyethylene film is supplied by accredo packaging. Graphics are flexoprinted in five colors with a white backup. There are three different final design versions, each featuring a personal story and image of the wounded warrior.
Special brawny paper towel packaging highlighting wounded warrior stories that will be in participating retailers across the country. &ldquobulletproof developed the idea of communicating the personal stories of wounded warriors onpack, which was then extended across the campaign. This has become an important piece of our campaign, which highlights the issues and challenges faced by service members. We appreciate bulletproof&rsquos creativity and have received great feedback from customers and consumers alike,&rdquo says lanier thomas, director of marketing for brawny at georgiapacific &ldquoit was a privilege to help bring to life the partnership between brawny and the wounded warrior project on this special package design,&rdquo adds catriona crombie, bulletproof&rsquos group account director. "we are very happy with the final result, which is eyecatching, yet respectful to the cause. Beyond the packaging, bulletproof has also participated in the development of wider communications of this important cause.&rdquo
