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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…



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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.


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Topics: Media, Fire Industry

About Pierce Manufacturing
Pierce Manufacturing Inc., an Oshkosh Corporation [NYSE: OSK] company, is the leading North American manufacturer of custom fire apparatus. Products include custom and commercial pumpers, aerials, rescue trucks, wildland trucks, mini pumpers, 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. To learn more about Pierce, visit

About Oshkosh Corporation

At Oshkosh (NYSE: OSK), we make innovative, mission-critical equipment to help everyday heroes advance communities around the world. Headquartered in Wisconsin, Oshkosh Corporation employs more than 14,000 team members worldwide, all united behind a common cause: to make a difference in people’s lives. Oshkosh products can be found in more than 150 countries under the brands of JLG®, Pierce®, Oshkosh® Defense, McNeilus®, IMT®, Jerr-Dan®, Frontline™, Oshkosh® Airport Products, London™ and Pratt Miller. For more information, visit

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

Forward Looking Statements

This news 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 news 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. These factors include the overall impact of the COVID-19 pandemic on the Company’s business, results of operations and financial condition; the duration and severity of the COVID-19 pandemic; actions that may be taken by governmental authorities and others to address or otherwise mitigate the impact of the COVID-19 pandemic; the negative impacts of the COVID-19 pandemic on global economies and the Company’s customers, suppliers and employees; and the cyclical nature of the Company’s Access Equipment, Commercial and Fire & Emergency markets, which are particularly impacted by the strength of U.S. and European economies and construction seasons.

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