Veterans often return home to find a more difficult war than the one they left behind: The battle against loneliness, anxiety, depression and suicide. Unfortunately, they often hide their struggles from friends and family, as the military culture of toughness makes it difficult for them to ask for help. The Crisis Center of Tampa Bay turned to us to help reach these veterans, and let them know help was available. To do this, we crafted a message letting veterans know that the Crisis Center could see what others could not: The pain that they are trying to hide. Provocative TV spots, billboards, and digital ads sought to break through their strong defenses and inspire them to call our support line.