Beyond the Military Uniform
Strengthening Oregon Veterans Through Community
Services
- Research & Data Analysis
- Outreach Strategy
- Audience Segmentation
- Paid Media
- Creative Content
- Web Design & Development
Industry
- Government
- Veteran Services
- Public Health & Mental Health Support
OBJECTIVE
Oregon has one of the highest suicide rates among veterans in the country. Veterans—especially from older generations like the Korean and Vietnam wars—often experience isolation and a lack of connection after transitioning out of service.
While numerous resources exist, many veterans were either unaware of them or didn’t see themselves reflected in typical outreach. The Oregon Department of Veterans’ Affairs (ODVA), a long-standing advocate for veterans, sought a statewide campaign that could authentically engage across generations, reach rural communities, and offer a hopeful narrative centered on connection—not crisis.
STRATEGY
We created BeyondTheMilitaryUniform.com—a statewide platform that reframed outreach around belonging, not mental health. The campaign highlighted meaningful activities and peer-led experiences like rock climbing, running groups, animal-assisted therapy, and more. All messaging was designed to reflect real veterans and foster trust through inclusive, accessible language.
IMPACT
By shifting the message from “seeking help” to “finding connection,” the campaign deeply resonated with veterans, their families, and caregivers across Oregon. BeyondTheMilitaryUniform.com became a trusted destination, bridging emotional and geographic divides while honoring the lived experiences of veterans from all generations. The campaign continues to expand opportunities for veterans to rediscover purpose—and each other.
Trusted By
