Brawny gets ‘tough’ to raise $2M for vets

Brawny paper towels are known for being tough, but now the brand is standing strong with wounded service members in need of help.

Georgia-Pacific, the maker of Brawny, announced it has raised $2 million for the Wounded Warrior Project (WWP) following its third year of partnering together. WWP is a national organization dedicated to honoring and empowering wounded service members transitioning back to civilian life through unique, direct programs and services.

"It should go without saying that these warriors and their families know what it means to be tough, and their inner strength is something we at Brawny truly admire," said Gary Gastel, director of Brawny Towels. "We take great pride in celebrating these individuals and it's an honor to be able to share that appreciation with our consumers."

This year, consumers were encouraged to tell the world what "tough" means to them using the hashtag "#ToughIs" on Facebook, Twitter and Instagram. Brawny received over 1,600 definitions, including photos and videos that included definitions such as: "#ToughIs not giving up even when times are hard," "#ToughIs when you keep fighting through the storm," and "#ToughIs getting up again and again and again."

"We're incredibly thankful for this partnership. The Brawny brand continues to help drive awareness of WWP and fuel the programs we offer wounded servicemen and women," Brea Kratzert, director of strategic partnerships for Wounded Warrior Project. "At Wound Warrior Project, we see toughness everyday—whether it's through our wounded service members, their families, friends or caregivers. Toughness comes in all shapes and sizes, and it's encouraging to see it celebrated by consumers sharing their own stories with Brawny."

In 2015, Brawny will continue to partner with WWP for the fourth consecutive year.