Mission Possible
Featuring USMC Veteran Rob Riggle
Advancing Veteran suicide prevention efforts through the Staff Sergeant Parker Gordon Fox Suicide Prevention Grant Program, Blue Star Families and Gig Line Media produced a nationally distributed PSA. Connecting transitioning service members to resources through Blue Star Families’ Support Circles program, the campaign blends humor with real-life insight to reframe military transition as a shared mission.
The Challenge
Transitioning from military to civilian life can be isolating and unpredictable. Many service members and Veterans lose the built-in structure and community they relied on during service, often without clear pathways to support.
Traditional messaging around transition and mental health can feel heavy or inaccessible, making it difficult to engage those who need it most.
The Idea
The mission may change, the need for a strong team does not.
Reframe transition as a mission, not a moment, and reach as many transitioning service members and Veterans as possible.
Blue Star Families’ Support Circles program connects transitioning service members and their families to resources, peer support, and community designed to foster meaningful connection during one of life’s most significant transitions.
Our task was twofold:
- Craft a message that resonates through a PSA that captures the audience and drives them to BSF’s Support Circles
- Get the message in front of the right audience, in the right places, at the right times
Storytelling that is authentic, relatable, and real
Video Production
We know this journey from the inside. We leaned into our storytelling mastery, deep roots in the military and Veteran community, and extensive experience supporting the VA and Veteran-serving nonprofits on mental health initiatives to develop a message that speaks directly to service members, Veterans, and their families.
The PSA addresses a familiar challenge: leaving the military often means losing the built-in team and support structure that service members have relied on throughout their careers. Through Riggle’s trademark humor and a cast of military Veterans, the video reassures viewers that while the mission may change, they do not have to navigate it alone.
Relatable Story, Reliable Storytellers
Our team led with a simple insight: serious topics require human entry points. To bring this idea to life, we combined:
To bring this idea to life, we combined:
- Award-winning Veteran storytellers. Army Veteran and Emmy-award winning Robert Ham(opens in a new tab) and USMC and Army Veteran, award winning producer, Chase Millsap(opens in a new tab) led a creative team of Veterans on both sides of the camera.
- Trusted Veteran voices. The PSA features USMC Lieutenant Colonel and actor Rob Riggle(opens in a new tab), Army Captain A.T. Branch(opens in a new tab), and a full cast of military Veterans
- Culturally relevant messaging. sing humor, sarcasm, and irreverence familiar to the military community, the message spoke to service members, Veterans, and their families in a voice that felt authentic and relatable.
The result was a PSA that makes a difficult topic approachable, engaging, and real, directing Veterans to Blue Star Families’ Support Circles to find essential resources for the next chapter.
Maximizing distribution through precise targeting and media partnerships
Media Buying & Distribution
Getting the message right was only the first half of the challenge. To maximize reach, we deployed a targeted media strategy designed to connect the Support Circles message with the those who needed it most .
By combining proprietary data, precision targeting, and real-time optimization, we delivered tailored messaging to military-connected audiences at scale while maximizing the efficiency of every media dollar.
Proprietary Data-Driven Targeting
Using our proprietary audience datasets and segmentation methodology, built from more than a decade of work with military-focused publishers, digital platforms, and national survey insights, we identified military and Veteran subpopulations based on:
- Demographic and biographic attributes
- Risk profiles
- Media behaviors
This data-driven approach informed a targeted media buy across key designated market areas (DMAs) and digital channels to reach:
- Transitioning service members
- Veterans
- Military families
- Civilian supporters and caregivers
The result was highly precise audience targeting that delivered the Support Circles call to action to the service members, Veterans, and families most likely to benefit from connection, community, and support.
Results & Impact
Mission Possible launched nationally as part of Blue Star Families’ broader effort to strengthen connection and reduce isolation among transitioning service members and Veterans.
Within the first three weeks of launch, the campaign generated:
0594K+
Completed video views
01400+
Watch hours
029s
Avg view duration on a 30s PSA
020%
Above-average audience match rate
These early results demonstrate strong scale, exceptional viewer retention, highly efficient targeting, and meaningful engagement with military-connected audiences.
By pairing humor with authentic storytelling and precision media placement, Mission Possible increased awareness of Blue Star Families’ Support Circles program and encouraged service members, Veterans, and their families to seek connection, community, and support.
The campaign:
- Delivered a nationally distributed PSA across targeted markets
- Increased visibility of Blue Star Families’ Support Circles program
- Reinforced the importance of community, connection, and peer support during military transition
- Supported suicide prevention efforts funded through the Staff Sergeant Parker Gordon Fox Suicide Prevention Grant Program
Watch the Final Cuts
The campaign and PSA launched on September 1, 2025 to align with Suicide Prevention Month. Three different version lengths, shown below, were distributed across a diverse media plan with targeted audiences.
60 Seconds
30 Seconds
15 Seconds
Services
- Video/Film Production
- Advertising Services
- Web-Based Marketing
- Marketing Research and Analysis
- Marketing and Management Consulting