Invictus Games

To help physically and psychologically wounded service personnel find their way back into life, Prince Harry, the Duke of Sussex, established the Invictus Games – a sporting endeavor that can truly transform and rescue lives. Crucial to this mission is the support and recognition of society, providing opportunities for post-traumatic growth: enabling participants to reclaim their sense of purpose, identity, and future beyond injury.

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All promotional activities for the Invictus Games 2023 in Düsseldorf were therefore aimed at sensitizing and engaging as many people as possible for the goals of the Invictus Games. The campaign unfolded in two phases – teaser and reveal – designed to capture maximum attention within the most relevant geographic sphere. The teaser posed the question: “Give up or carry on?” The answer is a tribute to the spirit of the Invictus Games: “Giving up is not an option.”

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Many participants of the Invictus Games live with post-traumatic stress disorder (PTSD) – a profound psychological injury that often remains invisible to the eye. A public awareness campaign around this life-altering condition was long overdue, and the Invictus Games provided the right stage. We photographed nine men and women, listened to their stories, and shared their voices. Through their lived experiences, the campaign shed light on PTSD and its impact, bringing audiences closer to both the condition and the people behind it.