Warrior Adventures Canada breaks Join Us campaign
Non-profit organization Warrior Adventures Canada has begun a new advertising campaign called "Join Us." Developed by FCB Canada, the campaign focuses on the organization's work conducting outdoor activities such as canoeing, campaign and rock-climbing for military personnel and first responders coping with post-traumatic stress disorder. It makes use of a 90-second commercial depicting a group of veterans and first responders on a week-long trip in the Canadian wilderness. The campaign was produced in collaboration with Something Nice.
"These veterans and first responders are no less injured than those that come back with visible scars and injuries," said Nancy Crimi-Lamanna, chief creative officer at FCB. "We just don’t see them that way and therefore provide less resources in the healing process. This piece is meant to reframe how we look at PTSD and how we treat it."