40 Thousand Strong: Help for Heroes’ miniature models illustrate huge number of wounded UK veterans

40 Thousand Strong: Help for Heroes’ miniature models illustrate huge number of wounded UK veterans

A campaign by McCann

The exhibition and online campaign, produced in collaboration with Facebook, powerfully brings to life a newly-released statistic that 40,000 people have left the military through injury over the past 20 years. 

Thousands of them fall through significant gaps in support.

The scale model designs of the 40,000 Strong were based on real-life veterans. Each with their own story to tell in social channels of how Help for Heroes have supported them on their road to recovery and lead positive lives.

The installation stands as a demonstration of the Charity’s public ask to help all wounded Veterans stand strong and to highlight the gaps in the Ministry of Defense’s support during their medical discharge process.

In exchange for a donation through the Charity’s website, supporters will receive their own boxed model Veteran from the 40,000 Strong exhibition, with money raised going towards funding Help for Heroes vital work.

The number of Service Personnel whose lives have been derailed by injury grows every day.

According to research* released by the Charity, 70% of wounded Veterans described their medical discharge as “negative” and over 60% felt they didn’t receive enough support while transitioning out of the Armed Forces.

Beth Miles, fundraising and marketing director at Help for Heroes said: “Injuries have ended 40,000 military careers in 20 years and every day this number grows. Many of them tell us that their transition impacted significantly on their health, well-being and family.

“We are committed to ensuring all wounded veterans receive the support they deserve, so we have created a campaign to showcase the scale of the need, asking the Great British public and the Government to help the thousands of wounded veterans and their families falling through major gaps in support.”

Mike Oughton, Director of Copy at McCann said: “It’s been a pleasure working with Help for Heroes and Facebook on this project. Presenting wounded veterans as a force is about more than highlighting the scale of need. It’s about forty-thousand highly-trained individuals, who, with the public’s support, we can help to stand strong.”

Julie Seal, Creative Director at Facebook Shop said: “40,000 Strong, as part of the Hack 50 project with Campaign Magazine, exemplified the power of collaboration and technology for good causes. Brought to life with a 3d printed real-world exhibition and powerful videos telling the true stories of many of the individuals, and driving donations for Help for Heroes, this campaign worked with what our platforms are perfect for – the power of community.’’



Rob Doubal – Chief Creative Officer McCann UK and Co-President, McCann London
Laurence Thomson - Chief Creative Officer McCann UK and Co-President, McCann London
Mike Oughton – Creative Director and Director of Copy
Elliot Lee, Rory Peyton-Jones, Jessica Rees, Nico Laudrup, Elin Enstrom - Creatives
Rebecca Priest, Emily Parker – Planners
Dan Howarth – Head of Art
Angelika Juszczyk, August Campbell - Designers
Paul Gillespie – Senior Project Manager
Hannah Cartwright – Account Manager, McCann Enterprise
Jeremy Davis - Managing Director, McCann Enterprise
Blake Claridge – Director, Craft
Theo Cohen - Photographer
Eight Engines - Production company (Film)


Beth Miles- Fundraising and Marketing Director
Lexi Short- Senior Campaigns Manager
Charley Tysler- Campaigns Marketing Manager
Rebecca Davies - Head of Marketing Strategy
Claire Riley - Content Coordinator
Joe Gower- Videographer
Andy Johnson Creek- Head of Public Relations
Kirsty Williams- Campaigns PR Manager
Robyn Staveley - Senior Communications and Public Affairs Manager
Rachel MacManus – Communications Manager


KJ Weir- Group Head, Creative Agency Partnerships
Julie Seal- Creative Director Creative shop
Oladoyin Akindude- Client Partner

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