Shortcomings in support for soldiers medically discharged from the Army prompted Help for Heroes to publicize the issue and fund raise. A key fact – 40,000 personnel had left the Army over 20 years – was communicated via a Facebook video, PR, and activations. Individual stories were told via social to educate the public, attract donations, and to encourage discussion of the issue in the 2019 General Election. Activity reached an audience of 45m, initiated conversations, and featured in election campaigning. The numbers reached and donations raised both exceeded targets and the campaign was extended beyond its planned length.