40,000 Strong
Award: Shortlist
Shortlist / Spatial Design / Installations / 2021
Award: Shortlist
Shortlist / Graphic Design / Data Visualisation
It took a small army to wake Britain up to the plight of injured veterans. In the last 20 years, 40,000 soldiers have been forced out of the military due to illness and injury. Back home they face another battle: rejoining society. Inspired by toy soldiers, McCann London created an army – not holding guns, but armed with objects representing civilian skills. The agency scanned real veterans and built an installation. Every figure purchased was a donation, raising £187k. There was a 36% increase in veterans seeking help, and veteran welfare got back in the news and became a topic of the 2019 General Election.
