“Every Hero Sweats, Some Never Show It" is the slogan behind a new deodorant campaign highlighting the lesser-known struggles of the military-to-civilian transition.
A short video, released by Gillette Deodorant last week, features a deployed service member who must readjust to life back home when he returns. The company is also asking active-duty troops, veterans and military spouses to share their real-life transition stories on social media to spark online conversations around the issue.
“The campaign shows the duality that many service members experience — balancing commitments between work and family," Sara Saunders, an associate brand director at Gillette’s parent company, Procter & Gamble, said in a news release. “It also shows the struggle many face when they have to re-enter civilian life and find a job."
Gillette is also partnering with the nonprofit Operation Homefront to put personal hygiene products into the hands of military families in need. Various P&G personal care products, including Gillette, Secret, Old Spice and Olay, at an estimated value of $2.5 million, will be disseminated to the organization’s regional offices around the country, said Jill Eskin-Smith, vice president of corporate and foundation partnerships at Operation Homefront.
The nonprofit will then distribute the products through its programming and events to military families throughout the year.