Wounded warriors. The battle after the battle.
Every day, 17–22 American veterans take their own lives. Wounded Warriors and Iraq and Afghanistan Veterans of America wanted to shine a spotlight on this hidden crisis and raise awareness of the PTSD many veterans face when they return to civilian life.
The challenge: honor their service while telling a story that encourages veterans to reach out, call for backup, and get the help they deserve.
the Brief:
Our strategy was rooted in a simple but urgent truth: veterans need support beyond the battlefield and that support must feel immediate, personal, and possible.
the insight:
the work:
We created a PSA that plays like a mini war film—chaotic, heart-stopping, and heartbreakingly real.
Highlanders led the campaign from concept to completion. developing, producing, and finishing a cinematic spot built to stop viewers in their tracks.
The impact reached far beyond the screen. Fast Company featured the PSA, calling out its emotional power. Wounded Warriors leaders called the work “powerful,” and viewers described it as eye-opening, raw, and deeply moving.
