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May 24, 2018

Pierce Give Your All campaign meaning

Pierce Manufacturing’s “Give Your All” campaign launched in April features a strong, inspirational message with an incredible image of a firefighter in turnout gear overlooking the Milwaukee skyline. At first glance, the campaign’s meaning is clear. What most don’t know is the emotional story behind the image.

FDIC 2018 Skywalk BannerGive Your All

The objective of Pierce’s FDIC 2018 campaign is to show a firefighter over-looking the city in a way that depicts the magnitude of responsibility resting on first responders’ shoulders each day. The purpose was to evoke a feeling of inspiration and gratitude among those who “give their all” in their work as firefighters, as well as those who support the fire service community. The campaign took on a whole new meaning when Milwaukee, WI Deputy Fire Chief, John Litchford suggested that Lieutenant Kristin Ciganek’s gear be worn by firefighter, Sandy Williamson, for the photo shoot. Here’s why…



More than an Advertisement

Kristin Ciganek, a Lieutenant on the Milwaukee Fire Department, passed away in December 2017 after a long battle with stage IV colon cancer. Her sister, firefighter Sandy Williamson, currently serves as a firefighter on the department.

The image doesn't only feature a firefighter, it highlights a woman standing tall, wrapped in her sister’s gear, overlooking the city in which they served together. If you look closely, you’ll even see “KC” on Sandy’s helmet. Kristin's initials are commemorated on many firefighter's helmets in Milwaukee.

Members of the Ciganek family

Creating the Pierce FDIC 2018 campaign was an honor for all involved and subtly captured the emotion, inspiration, and bravery that Kristin’s life represented. Deputy Chief Litchford has produced a copy of the image for each Milwaukee Fire Station, allowing Kristin to symbolically look over fellow fire service team members every day. Several of Kristin’s family members contacted Pierce representatives after the campaign was launched and now have copies of the image in their homes, offices, and classrooms. Some family members even stopped by the factory in Appleton for a tour in early May.

“With the rate at which firefighters are being diagnosed with cancer increasing, it makes it that much more important to participate in physicals and the screening process,” said Sandy Williamson. “Kristin's diagnoses was NOT linked to genetics or tobacco use. We constantly expose ourselves to hazardous environments that could play a role in our efforts to combat this disease. That's why it's so important for all of us to take the necessary steps in order to keep us as safe as possible in this already dangerous calling that we've answered.”

To learn more about the Ciganek family story, you can visit Froedtert & the Medical College of Wisconsin’s blog.


Posted: May 24, 2018 1:34:37 PM by Pierce Mfg.

Topics: Fire Industry, Media

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About Pierce Manufacturing
Pierce Manufacturing Inc., an Oshkosh Corporation [NYSE: OSK] company, is the leading North American manufacturer of custom fire apparatus, including custom and commercial pumpers, aerials, rescue trucks, wildland trucks, minipumpers, elliptical tankers, and homeland security apparatus. In addition, Pierce designs its own foam systems and was the first company to introduce frontal airbags and the Side Roll Protection system to fire apparatus. Pierce markets its products through the industry’s largest and most comprehensive dealer and service network. The company enjoys a nationwide web of dealerships with over 600 certified and factory trained Service Brigade technicians and over 50 service centers. Visit piercemfg.com to learn more about Pierce.

About Oshkosh Corporation
Founded in 1917, Oshkosh Corporation is 100 years strong and continues to make a difference in people’s lives. Oshkosh brings together a unique set of integrated capabilities and diverse end markets that, when combined with the Company’s MOVE strategy and positive long-term outlook, illustrate why Oshkosh is a different integrated global industrial.  The Company is a leader in designing, manufacturing and servicing a broad range of access equipment, commercial, fire & emergency, military and specialty vehicles and vehicle bodies under the brands of Oshkosh®, JLG®, Pierce®, McNeilus®, Jerr-Dan®, Frontline™, CON-E-CO®, London® and IMT®.

Today, Oshkosh Corporation is a Fortune 500 Company with manufacturing operations on four continents. Its products are recognized around the world for quality, durability and innovation, and can be found in more than 150 countries around the globe.  As a different integrated global industrial, Oshkosh is committed to making a difference for team members, customers, shareholders, communities and the environment. For more information, please visit oshkoshcorporation.com.

®, TM All brand names referred to in this news release are trademarks of Oshkosh Corporation or its subsidiary companies.

Forward-Looking Statements
This press release contains statements that the Company believes to be “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. All statements other than statements of historical fact, including, without limitation, statements regarding the Company’s future financial position, business strategy, targets, projected sales, costs, earnings, capital expenditures, debt levels and cash flows, and plans and objectives of management for future operations, are forward-looking statements. When used in this press release, words such as “may,” “will,” “expect,” “intend,” “estimate,” “anticipate,” “believe,” “should,” “project” or “plan” or the negative thereof or variations thereon or similar terminology are generally intended to identify forward-looking statements. These forward-looking statements are not guarantees of future performance and are subject to risks, uncertainties, assumptions and other factors, some of which are beyond the Company’s control, which could cause actual results to differ materially from those expressed or implied by such forward-looking statements.

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