Project Intro
Named after Sgt. Matthew Abbate, a Marine Raider killed in action, PB Abbate provides spaces—both physical and digital—where veterans can reconnect, heal, and find purpose beyond the uniform.
CMYK partnered with PB Abbate to create a powerful social media campaign for Veterans Day 2024. The goal: raise awareness around veteran suicide, particularly among non-combat veterans, and drive donations to support PB Abbate’s community-based mental health programs.
The Results
- $55K Raised from the campaign
- Over 30% Increase in followers
The Concept: “SAVe – Support A Veteran”
We built the campaign around a simple, urgent idea: support a
veteran by donating to PB Abbate and amplifying their stories. At the center of the campaign was a surprising and underreported stat:
“Non-combat veterans are 68% more likely to die by suicide than combat veterans.”
Our Role
- Concept & Messaging – We developed the campaign name and narrative arc, anchoring the video in a truth that few people know—but many need to hear.
- Scriptwriting & Storyboarding – We wrote a concise, emotionally resonant script that framed the issue without sensationalizing it.
- Video Editing & Motion Design – We handled full production—editing archival footage, designing type treatments, and adding motion graphics to create a piece that felt urgent, modern, and respectful.
- Social Media Optimization – The final cut was tailored for Instagram, LinkedIn, and Facebook—with platform-friendly captions, timing, and pacing.
The Outcome
The video launched on Veterans Day 2024 and served as the core asset in PB Abbate’s month-long social campaign. It raised both funds and awareness, and helped spotlight veteran stories that are often overlooked—especially those of non-combat vets.
