NOT HEROIC, HUMAN

Limbless veterans in the UK often face challenges that extend far beyond their physical injuries. Many people overlook the daily struggles these veterans face as they adjust to life with limb loss. While they are celebrated for their bravery, their humanity and need for ongoing support can be forgotten. Our goal was to raise awareness of the vital support Blesma provides and encourage people to consider leaving a legacy in their will to support limbless veterans.

The Disruption

We wanted to change the narrative and emphasise that these veterans are not just heroes—they're human beings with lives that need care, attention, and dignity.

To bring this message to life, we featured triple amputee Mark Ormrod MBE, a decorated Royal Marine and Blesma member. Mark’s powerful story was used to bridge the gap between heroism and humanity. The campaign showcased Mark embodying limbless veterans not in moments of valour, but in everyday challenging situations. This advert seeks to help highlight the reality of life for limbless veterans beyond their service and the work Blesma do to help them live fulfilling and independent lives.

The powerful imagery and messaging conveyed the critical importance of Blesma’s work and invited people to leave a lasting legacy by supporting the charity in their wills.