The Many and Wounded Warrior Project Go Big with "Warriors On Board" Initiative for Veterans Day

Nov. 12, 2024

This Veterans Day, The Many is working with Wounded Warrior Project (WWP) on a campaign designed to inspire young adult audiences into action and compassion.

While veterans comprised 18% of the U.S. population in 1980, today they represent just 6%, and with that decline, comes a decrease in direct relationships that often generate public support for veterans. For Gen Z, the empathy gap is even larger because they didn't witness 9/11 and lack the emotional connection to it. 

The Many and WWP are raising awareness with “Warriors On Board,” which features skateboard art designed by veterans and infused with stories of resilience and perseverance. Running from November 11 to December 6, the campaign aims to connect with Gen Z—a demographic with less of a connection to military culture than prior generations—through shared passions and relatable themes.

The Many’s solve helps these disparate demographics find common ground in creative expression. Experiences like depression and PTSD can be nearly impossible to articulate into words, but art can overcome those barriers by providing an outlet for self-expression.

Jon Eaton, WWP Complex Care Vice President said:

“This outreach can help more people understand the challenges veterans face – not just the visible wounds, but the invisible ones like post-traumatic stress disorder. The art these men and women created delivers that story so powerfully to so many people.”

 

WWP’s programs and services address PTSD and other challenges, but reaching veterans around the country is not always easy.

The Many’s Managing Director and Head of Creative Josh Paialii said:

“How do you engage a younger audience that struggles to connect with veterans today, inspiring them not just to listen but to become active participants and advocates for their stories—stories of overcoming both visible and invisible wounds? What’s been remarkable about this project is not just the individual conversations we’ve sparked within the veteran, art, and skateboarding communities separately, but how real creative expression links them all, creating a shared story. It’s a story that compels us not only to watch but to share.”

 

The campaign will unroll across WWP’s Instagram and YouTube channels, supported by a dedicated site, WarriorsOnBoard.org. This microsite will host 11 veteran-designed skateboard decks, each representing a personal narrative, which will remain live for a year.

Public figures and influencers including professional skateboarder Ryan Sheckler and painter/sculptor Alex Yanes will showcase the campaign with their audiences. 

Starting Nov. 25, the campaign will also include a sweepstakes in which 1,000 skateboard decks designed by the participating veterans will be given away to randomly selected entrants. The giveaway is meant to both build awareness and give young audiences a tangible way to champion veterans’ stories and the mission of the organization.

With this project, WWP hopes to address the generational disconnection between veterans and the public and ensure that “veterans are not forgotten.” 

By using art and skateboarding to amplify its message, the project seeks to reshape how younger Americans see and value veterans with enduring messages that turn into lasting advocacy.