Veterans charity Erskine has launched a national fundraising campaign as it aims to raise £15 million a year by 2031 to sustain and develop its services.
The charity, which provides accommodation and support in Bishopton, launched ‘Made in the Military, Rebuilding with Erskine’ on Friday, 30th October, ahead of this year’s Remembrance commemorations.
Its Veterans Village in Bishopton provides family accommodation, assisted living and transitional supported accommodation. These services help veterans at different stages of life find stability and a place to call home.
Erskine’s Veterans Activity Centres in Bishopton and Forres offer activities, friendship and practical support. Its Home Support service helps veterans continue living independently in their own homes.
The charity also provides specialist nursing, residential and dementia care for veterans and their spouses. It is exploring opportunities to establish a new Veterans Activity Centre in Fife.
The campaign follows independent research by CJM Research. According to Erskine, almost 70% of those surveyed identified with feelings of abandonment.
The findings led the charity to develop a new ambition, ‘Never Abandoned, Never Lost’, reflecting its commitment to supporting veterans after service.
Developed by Edinburgh-based creative agency Guy & Co, the campaign draws inspiration from traditional military recruitment advertising. It contrasts the skills and resilience developed during service with difficulties some veterans face afterwards.
Advertisements highlight depression, loneliness and mental health challenges. One contrasts the skills required to dismantle weapons with the struggle to overcome depression. Another contrasts surviving extreme conditions during service with coping with extreme loneliness afterwards.
Sara Bannerman, director of fundraising and communications at Erskine, said: “For many veterans, serving in the Armed Forces is a source of enormous pride. It shapes who they are, creates lifelong friendships and gives them a sense of purpose and belonging. But when that chapter of their life comes to an end, those things can be difficult to replace. Some veterans find themselves struggling with loneliness, their mental health or simply feeling that they no longer have somewhere they belong.
“We see every day what a difference the right support can make. It might be an older veteran receiving specialist care in one of our homes, someone finding friendship and companionship at one of our Activity Centres, or a former serviceman or woman getting the support they need to live independently. These are the things that can transform lives, and none of it would be possible without the generosity of the people who support us.
“Our ambition to raise £15 million a year by 2031 is about ensuring we can continue to be there for Scotland’s veterans, not just today but for generations to come. As their needs change, our services must continue to evolve, and we want to reach more veterans who may be struggling without the support they deserve.”
As Erskine marks its 110th anniversary, the campaign will run across Scotland throughout the Remembrance period.
It will appear on radio, digital platforms, in print and on outdoor displays at major railway stations in Glasgow and Edinburgh. It will also feature on STV Player and social media.
The images feature professional actors. Erskine said the messages were informed by veterans’ real experiences while protecting the privacy and wellbeing of those supported by the charity.
More information about Erskine’s work and donations is available at www.erskine.org.uk/donate.
