Every day, over 20 US veterans and active duty service members commit suicide. That’s more people dying from suicide than in combat. So when the Overwatch Project tapped us for a campaign to help reduce suicide by firearm, we gave vets a new mission in a new war that starts once they return from deployment… The War on Suicide.
With supervision and insight from a team of veterans, we created a comprehensive guide for vets to intervene on their buddies with firearms who they think may be struggling, which you can see here.
To launch, we created an anthem film glorifying something only vets understand: their bonds forged in service.
To get eyes on our website and film, we placed OOH ads near military bases, again using something only vets would understand: their military phonetic code and slang.
Bravo Zulu = Well Done, FUBAR = Fucked Up Beyond All Recognition
Charlie Foxtrot = Cluster Fuck, Lima Lima Mike Foxtrot = Lost Like A Motherfucker
Whiskey Alpha Romeo = War
QRF = Quick Response Force
SNAFU = Situation Normal: All Fucked Up
Whiskey Tango Foxtrot = What The Fuck
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DAVID Miami
CW: Jared Schermer, Dan Flora
AD: Sera Takata, Sofie Rosell, Aaron Willard
GCD: Jean Zamprogno, Fernando Pellizzaro
CCO: Pancho Cassis
Producer: Marina Rodrigues
Director: Klaus Obermeyer, Rocket Film
Overwatch Project Founder: Casey Woods, FORGE