This Ad Reconstructs the Real Voice of a Soldier Who Killed Himself Into a Message of Hope

CP+B's unique editing task for Mission 22

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The rate of U.S. military veteran suicide is truly horrifying. Research suggests roughly 22 veterans commit suicide every day, or one every 65 minutes. The goal of Mission 22—a collaboration between Elder Heart, the veteran nonprofit group, and ad agency CP+B—is to lower that number through awareness and outreach. And this Veterans Day, CP+B has released a unique radio ad as part of its efforts.

CP+B took audio recordings of a veteran who took his own life, Clay Ward, in which he talked despairingly about PSTD and edited them—reordering his words into a message of hope instead of frustration.



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