22 Pushup Challenge

The viral awareness campaign gained traction and started to garner Hollywood celebrity support and participation in August 2016.

In early 2013, the VA released a statistic that 22 veterans die by suicide every day on average which initially garnered limited media coverage.

Nguyen tried to create a unique and subtle but recognizable symbol of honor with an objective of connecting veteran advocates with each other (by noticing the ring on others in public).

This ongoing strategy combined with leveraging social media to maximize exposure ultimately led to mainstream adoption.

The campaign also evolved and many participants committed to doing 22 pushups for 22 consecutive days and posting the videos on various social media platforms.