SSAFA launches new campaign to ensure no one ever battles alone
SSAFA, the Armed Forces charity has launched a new campaign, Requesting Backup, to raise funds and boost support for veterans returning to civilian life.
Requesting Backup is the first campaign of its kind at SSAFA, and focuses entirely on the veteran experience and the support that SSAFA provides to the Armed Forces family when needed. The campaign highlights the varied challenges people face when leaving the military, and the difference that meaningful help can make in their lives.
SSAFA is using real people with their real stories, just like Lee’s below, to bring the challenges veterans face to life.
The campaign is live across SSAFA’s website and social media channels, with paid advertising and a media relations campaign taking place in “test regions” of the East Midlands and Glasgow. A radio advert is running across Global radio stations in the regions, with impactful campaign advertisements on display in select railway stations and other public places.
While a bold step in terms of how SSAFA promotes its work, fundamentally it spotlights what SSAFA has been doing since its founding nearly 140 years ago in 1885.
Lee’s story
Growing up in an area blighted by crime and gangs, Lee was desperate to take a different path. Ambitious and hungry for new experiences, he went against the grain and joined the Army.
A proud soldier, he thought he’d be a military man for life – until illness stopped him in his tracks.
Diagnosed with a neurological disorder and medically discharged, he was left grieving the career he thought he’d have. He asked himself: if he wasn’t a soldier, who was he?
But leaving the military is more than just losing a job or your sense of self. You also lose your home.
Like many veterans, Lee had to quickly transition into a civilian life he wasn’t prepared for. Without the practical experiences that most people take for granted – how to find a new home, how to set it up, or pay bills; he was quickly overwhelmed by the enormity of the change.
Compounded by family tragedy – he and his wife Louise lost their daughter Lily-Rose and two of their other children had been diagnosed with complex additional needs – Lee was at breaking point.
When life seemed at its most hopeless, SSAFA was there.
SSAFA, as the Armed Forces charity, has seen many veterans similarly challenged. And this vast experience enabled the SSAFA team to recognise that Lee needed urgent help, both practically and emotionally.
Quickly, Lee was assigned a mentor, Laurence.
Laurence was a veteran who knew only too well what a battle transitioning from military to civilian life could be. He had battled alone; he was determined Lee wouldn’t.
Laurence soon became a confidante, and a safe place for Lee to share experiences, away from the pressure of his roles as a father and husband.
“I was able to share and talk with Laurence because I felt like we had shared trauma… We’ve both been in the military. We’ve both left. We both know what’s expected of a soldier, but only Laurence knew what was available to and expected of a veteran.”
Having built a bond with Lee, Laurence set about helping him practically.
Laurence took charge on all fronts. He helped Lee secure a home, and secured SSAFA funding for carpets and a cooker. He organised the installation. And even sorted the fees to move Lee and family in.
Laurence created a cosy home for Lee and his family where they could rebuild confidence and imagine a new future.
Today Lee has forged a new career path. In June 2025, he will be ordained a vicar in the Anglican church, watched on by a proud Laurence. The two remain firm friends.
When Lee didn’t have a home, SSAFA found him one. When he was lost, we guided him. And when he needed a friend, we were there.
Just because someone stops wearing their uniform doesn’t mean we stop caring. Join us. Because no-one should ever battle alone.
To learn more, and to watch the campaign advert, visit
ssafa.org.uk/requestingbackup.