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USAA’s more than 100-year legacy is built on supporting and advocating for the military community. To continue serving those who serve, USAA identified the need to do more to address the issue of veteran suicide.
The challenge
More than 120,000 veterans have died by suicide since 2001 with the veteran suicide rate currently 1.5 times that of the general population. The problem of veteran suicide is complex. There is rarely one single cause, there are often few warning signs, and there are no easy answers.
The solution
For over a year we worked alongside USAA and a team of experts to design the philanthropic strategy and identify outcomes necessary to stop veteran suicide. We wanted to create a campaign that would break the stigma of seeking help, increase the conversation about the problem and complement the efforts to stop veteran suicide – Face the Fight™.
In addition to strategic and earned media support, we led all creative for the campaign including casting four veterans with personal ties to suicide that are the true heroes and faces of the campaign. We worked with Resolute to develop the landing page where all information on Face the Fight lives. And we are continuing ideation for future key moments like Suicide Prevention Month to expand this effort.
The impact
Less than one month after the launch we have seen many wins:
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