AdCouncil: Iraq & Afghanistan Veterans of America – Veteran Support

Category: Government/Institutional/Recruitment
Brand/Client: The Ad Council-Iraq & Afghanistan Veterans of America
Primary Agency: BBDO New York
Contributing Agencies: Iraq & Afghanistan Veterans of America (IAVA)

STRATEGIC CHALLENGE

99% of Americans have seen combat on TV;

1% of Americans have seen combat in Iraq or Afghanistan.

Many Americans don't think about the wars in Iraq and Afghanistan. And the wars are not just going on in the Middle East; for a large number of veterans, returning to the United States begins an entirely new set of battles.

SUICIDE IS NOT THE ANSWER

Of the nearly two million veterans returning from Iraq and Afghanistan, almost a third struggle with serious mental health issues1, ranging from depression to Post Traumatic Stress Disorder (PTSD). Untreated, these conditions can cause or aggravate other debilitating problems in the veterans’ community including high rates of unemployment, suicide, homelessness, substance abuse, divorce, and child abuse. Additionally, according to the U.S. Department of Defense, more than 230 active soldiers, airmen and marines committed suicide last year, which is the highest military suicide statistic in nearly 30 years. 2