United States veterans prove a diverse group within a distinct culture. For many civilians, the system of values, customs and codes of conduct this population lives by is foreign. And, often the details of this ethos are shared only among those who understand from serving in similar places.
The need to understand veteran issues and address them increases as the population grows. Current numbers indicate 21 million veterans live within the U.S. And, the need to speak their language includes commercials directed to their disabilities and benefit.
Three topics arise in the discussion as to how veteran disability commercials are unique.
Health Issues
Mental health disorders plague veterans at disproportionate rates compared to the civilian population. In particular, PTSD and suicide rates prove significantly high.
These often multifaceted problems affect the families and livelihoods of veterans in disabling ways.
In the physical arena, civilians may seem aware of the physical injuries or disabilities and challenges vets face. However, while advanced technology brings assistance to injured vets through limb amputation and prosthetics for example, the mental and physical treatment costs prove high.
Transition Issues
Translating military job skills into meaningful work on the home front proves a challenge for veterans. And, stereotypes and stigmas magnify the problem. Often, this leads to unemployment which results in homelessness.
Unfortunately, the difficult transition of skills, physical disability as well as the accompanying mental health issues, particularly PTSD, keeps employers reluctant to hire vets. And, this raises unique problems for veterans on their return home.
Value Issues
Inbred with a selfless duty to protect their country and ensure freedom for all citizens, service people know independence, a sense of team, strength and honor. Returning home with a disability brings capable men and women doing capable work to a place of feeling worthless.
In response, pity and pat answers do not interest veterans. In fact, many prove hesitant to apply for disability benefits. Walls guard their requests for help as they struggle themselves to believe in their worth when facing experiences and disabilities which make them feel crazy, evil or worthless.
To combat mental, physical and value issues unique to veterans, disability commercials must realistically and compassionately address them. However, to be effective, honor must be retained and dignity upheld for it to speak to these men and women.
Affirming worth in the current culture, not only in past military service, furthers the message veterans need and long to hear. Celebrating the victories each of these valuable human beings sees today and can see in the future addresses the unique needs of veterans.