Veterans now represent only 6% of the U.S. population, down from 18% in 1980. For Gen Z, the gap runs deeper—they grew up after 9/11, disconnected from veterans’ experiences and the mental health struggles that follow service. Without those connections, understanding conditions that affect this population, like PTSD and depression, is often out of reach.
Our team and the Wounded Warrior Project (WWP) set out to close that distance. The mission: create an emotional bridge by focusing on skateboarding, art, and mental health—shared passions where stories of resilience and healing could resonate.
For 11 veterans, words weren’t enough to capture the complexity of their journeys. Skateboard decks became their canvases, offering a raw, visual language for pain, survival, and hope. By spotlighting these deeply personal designs and partnering with pro skater Ryan Sheckler and U.S. Navy veteran and adaptive skater Harley Meagley, the campaign sparked meaningful conversations in digital spaces where Gen Z already spent time. Gen Z creators also highlighted the program, encouraging their followers to engage with the warrior’s stories and their unique artworks – for a chance to win a board of their own.
This effort rolled out with the hope of connection through creation, bringing new audiences into the Wounded Warrior Project ecosystem through art that earned attention and generated passion and empathy.
To bridge the gap between veterans and Gen Z, Warriors On Board bypassed traditional narratives and leaned into cultural relevance. Creativity, authenticity, and mental health discussions guided the approach.
The campaign launched on Veterans Day. Pro skater Ryan Sheckler and U.S. Navy veteran and adaptive skater Harley Meagley skated together at Sandlot Times, Sheckler’s private park. Their conversation on mental health unfolded naturally, with Harley’s self-designed deck serving as a visual anchor in a moment that blended action and storytelling, showing vulnerability in a space often constrained by cultural expectations around toughness.
Influencers with authentic ties to mental health, skateboarding, and art therapy amplified the campaign. Their followers—predominantly Gen Zers—responded with genuine engagement. Each deck told a story through titles like “Silencing the Demons” and “Hope Grows,” with designs reflecting the raw realities of trauma and healing.
The campaign’s microsite, WarriorsOnBoard.org, serves as a hub for exploration. Visitors can read the veterans' stories, view their art, and, for a time, could enter a sweepstakes to win hundreds of the uniquely designed decks. The giveaway placed veterans’ narratives directly into the hands of young audiences, offering them a piece of the story to carry forward.
Content rollout across Instagram and YouTube with influencer collaborations drawing in new audiences. Every creative decision aimed for emotional impact—the stories were raw, visuals striking, and calls to action personal.
The month-long campaign maintained momentum by layering content that deepened audience understanding. Veterans weren’t reduced to symbols; their stories unfolded in full color, through their own art. This project turned skate decks into cultural artifacts, embedding veterans' journeys into spaces Gen Z values.
Warriors On Board exceeded expectations across every target metric. In just one month, the campaign generated 12.8 million impressions on Instagram and YouTube and drove 819,000 engagements. The effort attracted 4,600 new Instagram followers, primarily Gen Z—audiences who stayed, engaged, and remained integrated into the Wounded Warrior Project ecosystem.
The sweepstakes became a standout success, with more than 700 veteran-designed skateboards shipped to winners. Reactions came in fast—recipients posted, shared, and spoke about how holding these boards created a visceral connection with the veterans’ stories behind the designs.
Campaign performance eclipsed benchmarks for follower growth, video completion rates, and cost-per-completed-view. Beyond the data, Warriors On Board and our team achieved something harder to quantify: They handed veterans a new platform for their stories and placed those narratives squarely in the hands of a generation ready to listen, engage, and carry them forward.
