Wounded warrior project
While veterans comprised 18% of the U.S. population in 1980, today they represent only 6%, and with that decline, comes a decrease in support for veterans.
For Gen Z, the empathy gap is even larger because they didn't witness 9/11.
To help bridge that empathy gap, tapped into a topic that matters to both audiences: mental health. While it can be hard for anyone to describe their mental health journey, it can be especially hard for Veterans. Wounded Warrior Project offers so many programs from art therapy to adaptive sports to support veterans as they return from service. We asked a few Veterans to share their stories in a way those supported by Wounded Warrior Project could, and in a way that would resonate with a younger audience today.
Warriors On Board featured 11 skate decks designed by 11 Warriors who used the boards as their canvas to express their own mental health journeys. It was launched on Veterans Day with the help of US Naval Petty Officer Harley Meagley, and pro skater Ryan Sheckler.
At warriorsonboard.org, visitors could not only explore the art pieces but learn more about each individual artist and Warrior behind the design. Here are a few of their stories.
Collaborating with influencers in the skating, art and mental health communities — we invited all new fans to participate with WWP and learn about their efforts to support the tens of thousands of veterans every year.
Over the course of a month, WWP amassed over 10M collective views across YouTube, FB and IG. And 700+ boards were given away and won by all-new fans across the country.
Role: Head of Creative
Team: Nate Totten (CD), Aimee Brodbeck (CD), Mia Bawale (Designer), Jay Hurst (Designer), Adam McGuinness (Sr. Producer), Ayanna Hart (Head of Production)
Director: Adam McGuinness, The Many Studios
Agency: The Many