CP+B created a PSA campaign for Mission 22, an initiative the agency created to deal with the issue of veteran suicide, whose name refers to the sad statistic that 22 veterans commit suicide in America every day.
“War At Home” aims to deliver the message that “Suicide, not war, is now the leading cause of death in the military” through an online video and a series of print ads running in magazines including Esquire, Fortune and Money. For the project, CP+B collaborated with veteran war photographer David Guttenfelder, who took photos of the homes where veterans committed suicide, with messages like “Ryan Clapper died on this battlefield six thousand miles from Iraq.” The campaign drives traffic to the Mission 22 website, which aims not just to raise awareness but to provide a list of resources for veterans who need help. It’s an arresting campaign that can hopefully not only bring the issue to light in an attention-grabbing way, but help veterans find the proper channels to deal with the lingering mental health issues caused by combat. The video above provides more of a look at Guttenfelder and the creation of the campaign, and head over to Adweek for a more in-depth look at the print ads.