We tapped into the community of families and friends with a passion for the Wounded Warrior Project (WWP) to connect with them on an emotional level and create a reason to care, engage with and purchase Brawny towels. We worked in partnership with our parent agency and sister agencies to create a multi-channel consumer promotion tied to a donation of $1 to the Wounded Warrior Project for every brand engagement on Facebook. Finally, we developed a 'Wall of Thanks' mosaic app to create a place for interaction, sharing and discovery, allowing fans to sign the wall and leave messages to our service men and women.