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The Brawny Man Is Being Replaced By a Woman

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This story originally appeared on realsimple.com.

The next time you buy paper towels, you might notice a big change in one brand’s packaging. For Women’s History Month, the iconic Brawny man is being replaced by a woman.

The new packaging features a woman wearing the classic red-and-black flannel shirt. You’ll be able to purchase the limited-edition eight-roll packages during the month of March in Walmart stores across the country. (The limited edition is not currently available to purchase online.)

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It’s all part of the paper towel brand’s #StrengthHasNoGender initiative, which is in its second year. The campaign was started by Georgia-Pacific, Brawny’s parent company, in an effort to champion women in STEM fields (Science, Technology, Engineering, and Math).

The company is also donating $75,000 to Girls Inc.’s Operation SMART programming, which helps to develop and nurture girls’ enthusiasm for and skills in the STEM fields. Georgia-Pacific is a national sponsor of the program.

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“Overall, what we hope to accomplish with this campaign is to promote conversation about what it means to be strong and resilient, and inspire women and girls everywhere to chase their dreams no matter what obstacles they may face,” Laura Knebusch, Vice President Marketing Activation at Georgia-Pacific, told RealSimple.com.

In addition to the special packaging, the company is releasing a couple of videos to celebrate the initiative, including one called, “Breaking Barriers,” which honors the accomplishments of famous women, including Harriet Tubman, Amelia Earhart, and Serena Williams. Brawny.com is also featuring videos on the stories of four women in the STEM fields who have broken barriers and inspired others:

  • Vernice Armour: the first African-American female combat pilot in the U.S. and first African-American female pilot in the U.S. Marine Corps
  • Dr. Anna Kornbrot: an oral surgeon and clinical assistant professor of OMFS at Penn Dental School and the first woman to graduate from Columbia College
  • Patty Lopez, Ph.D.: a platform applications engineer at Intel who has released more than 50 products across five business lines over her career and holds seven imaging patents
  • Brittany Wenger: the first place winner in the 2012 Google Science Fair who developed the app Cloud4Cancer, a breast cancer diagnosis test