“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.

About Natalie Gross

Military Times contributor and former reporter Natalie Gross hosts the Spouse Angle podcast. She grew up in a military family and has a master's degree in journalism from Georgetown University.

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