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Purple Dog Tag Launches; Provides Hope and Healing to Thousands of US Servicemen & Veterans
Date:7/10/2008 Offers Easy Way for Every American to Stand Behind Our


BOSTON, July 10 /PRNewswire-USNewswire/ -- Ron Lawner's Catalyst (RLC), a company focused on creating awareness for the most underserved and at-risk groups in our country, today announced the launch of its first campaign, Purple Dog Tag. The project's goal is to assist those soldiers who have been wounded in conflict in the Middle East and Afghanistan return to a normal life.

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Since March of 2003, tens of thousands of American service men and women have been wounded while serving on behalf of our country in the wars in the Middle East. Much like during the Vietnam conflict, these wounded soldiers return home in need of everything from long-term psychological care to state- of-the-art prosthetics to the most modern rehabilitation techniques. Purple Dog Tag's goal is to ensure that our returning wounded vets feel the support and appreciation of the American people, much unlike post-Vietnam.

"This idea stemmed from the frustration that we are unable to do anything to help these wounded soldiers returning from Afghanistan and Iraq," said Ron Lawner, founder of Ron Lawner's Catalyst. "The bottom line is that we need to take care of each other. Regardless of one's politics and personal views of the ongoing conflicts in the Middle East, the care of our returning wounded soldiers is something that we -- as Americans -- need to own."

The Purple Dog Tag stands as a symbol that wounded soldiers are worthy of honorable recognition. The tag, made of purple-colored rubber, has the word "HEART" written on one side and "In support of our returning wounded soldiers" on the reverse. The hole, partially punched through the tag, represents all that is now missing in the lives of these wounded soldiers -- and all that we can help heal with our support.

Purple Dog Tag has partnered with Veterans for America to serve as the project's initial beneficiary. An advocacy and humanitarian organization, Veterans for America's primary mission is to ensure that our country meets the needs of service members and veterans who have served in Operation Enduring Freedom and Operation Iraqi Freedom. Founded by Vietnam veteran turned activist Bobby Muller in 1980 as Vietnam Veterans of America, the organization has morphed over time, becoming Veterans for America in 2006. Other charitable organizations will be added over time.

"Ron Lawner's Catalyst and Veterans for America share a similar mission of supporting the underserved in our country. Purple Dog Tag's goal -- to provide financial support to programs that assist wounded service members, veterans and families as they readjust into society and their lives -- offers direct synergy to what we strive to achieve for our service members, veterans and families on a daily basis," said Bobby Muller, Founder of Veterans for America. "When Ron approached me to partner on the Purple Dog Tag initiative, there was no other answer but 'yes.'"

Sold online at, the tags are available in four styles: a long neck chain, a key chain, a lapel pin or croc tag. Price ranges from $5.00 to $10.00, with proceeds to support Veterans for America programs.

Purple Dog Tag is the first project from Ron Lawner's Catalyst, a company whose sole focus is to take on projects that bring awareness and education to the most underserved and at-risk groups in our country. Founded by Ron Lawner, former Chairman and Chief Creative Officer of advertising agency Arnold Worldwide, the company strives to empower philanthropic causes with marketing and advertising expertise in order to draw more mainstream attention and change the way Americans think about their role as it pertains to philanthropy.

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