The Brawny® Brand and JOAN Creative Launch Giants Take Action™, New Creative Platform Focused on Action

Giants can be anyone, of any age, from anywhere. To support people taking action in a world where others are just talking, commenting and posting, the Brawny® brand and JOAN Creative are launching a powerful new platform, Giants Take Action™. The first campaign under this platform focuses on responses to coronavirus, with The Brawny® Giants Initiative calling for nominations of local giants across the country via TV, OLV and social media.

“The Brawny® brand has always stood for strength. We believe that strength lies not in what we say, but in what we do,” said Katie Kolesky, Senior Director of Brand Building, Brawny®. “Those people who see challenges and rise up to the occasion – taking action to solve problems – we consider these people to be giants. The Brawny® Giants Initiative celebrates and supports the strength demonstrated by individuals who are taking action during this pandemic.”

To kick off the initiative, the Brawny® brand and JOAN identified eight giants from across the country to whom they gave supplies and financial support through The Brawny® Giants Initiative.

These giants star in a new anthemic film from the Brawny® brand and JOAN featuring user-generated content of the individuals in action. The film, which is accompanied by a never-before-released song, “Walk With Me,” by Goldford x AG, can be viewed here.

“During the COVID-19 crisis, we’ve seen more people than ever rise to the occasion, motivating others to overcome life’s challenges with strength and resilience,” said Dan Lucey, ECD of JOAN Creative. “Inspired by these stories, we are excited to launch The Brawny® Giants Initiative to recognize and support individuals taking action and going out of their way to help others.”

The inspiring individuals featured in the launch campaign are: 

  • Cavanaugh Bell, MarylandCavanaugh, age 7, spent his life savings to make care packages for seniors in his community. In reaction to the overwhelming positive response, his family started a community pantry for their community.
  • Charlie Lettice, New JerseyCharlie, age 11, was inspired by all of Cavanaugh’s good work and reached out to see how he could help. Cavanaugh helped jumpstart Charlie’s care packages by sending him materials and encouraging him to deliver them to families in need.
  • Meg Heriford, KansasA restaurant owner who had to shut down her diner due to COVID-19, Meg quickly converted her space into a food pantry to make lunches for people in need of food.
  • Ray Nell Jones, PennsylvaniaA single mother and owner of non-profit The Allignment Chapter, Ray Nell is delivering essential goods to support other single mothers during the crisis
  • Terence Lester, GeorgiaTerence is head of Love Beyond Walls, a nonprofit that helps the homeless in cities across the country. Terence created portable sinks so homeless people could wash their hands to avoid contracting the virus.
  • Jacqueline Norvell, CaliforniaJacqueline works at a law firm, but on the weekends spends time cooking meals for the homeless on Skid Row, which inspired the creation of her nonprofit organization, Brown Bag Lady.
  • Blake Rand, FloridaBlake, age 17, created to connect people in need with the products they are searching for.
  • Laura Hutchins, MassachusettsLaura, owner of cleaning service Happy Home Maid Service volunteered to clean essential workers’ homes while they’re hard at work on the frontlines of the crisis.

If you know someone who’s taking action and making a difference in their community during the COVID-19 crisis, share their story at Nominations will be open for eight weeks beginning May 18, with new content rolling out on social media featuring the newly selected giants.

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