Veteran suicide is one of the most urgent and heartbreaking issues facing the military community today. For USAA, a company founded by and for service members, standing by wasn’t an option.

Together, we created Face the Fight — not just a campaign, but a coalition designed to unite corporations, nonprofits, foundations, and everyday people around one shared goal: cutting veteran suicide in half by 2030.

The challenge was bigger than awareness. We needed to break the stigma around asking for help and create a platform people could actively participate in. So we built a movement grounded in real stories from real veterans, giving the campaign a level of honesty and emotional weight that couldn’t be manufactured.

Beyond storytelling, the initiative drove tangible action. We partnered with Simtek to develop smart gun safe sensors that could alert trusted friends or family during moments of crisis. We also helped create the campaign identity, launch platform, and digital hub that became the home for coalition members, resources, and future initiatives.

Face the Fight transformed a corporate commitment into a growing national movement built on action, partnership, and hope.