Erskine, Scotland's leading veterans charity, has launched a major national fundraising campaign as it sets out a new strategy to raise £15 million annually by 2031, ensuring former servicemen and women across Scotland can continue to access the care, companionship and support they deserve.

The new campaign, ‘Made in the Military, Rebuilding with Erskine’, launches on Friday, 30 October, ahead of this year’s Remembrance commemorations. It follows independent research by CJM Research which found that almost 70% of those surveyed identified with feelings of abandonment, leading the charity to develop a new ambition: ‘Never Abandoned, Never Lost’. This ambition reaffirms the charity’s commitment to ensuring no veteran is left behind after service

The new campaign aims to shine a light on those experiences while demonstrating how Erskine's care and support can help veterans rebuild their lives, regain their independence and rediscover the companionship and sense of purpose they once knew.

The campaign draws inspiration from traditional military recruitment advertising, contrasting the pride, skills and resilience developed during service with the difficulties some veterans face in the years that follow. A series of striking images depicts former members of the Army, Royal Navy and Royal Air Force, highlighting the challenges of depression, loneliness and mental health.

As Erskine marks its 110th anniversary, the campaign also reflects the changing face of the charity and its commitment to supporting veterans of all ages, backgrounds and circumstances.

For more than a century, Erskine has provided specialist nursing, residential and dementia care for veterans and their spouses. Today, its support extends far beyond its care homes, helping former servicemen and women remain independent, connected and supported within their own communities.

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.

The campaign will run across Scotland throughout the Remembrance period, appearing on radio, digital platforms, print advertising and outdoor displays at major railway stations in Glasgow and Edinburgh. It will also feature on STV Player and through targeted social media advertising.

The campaign imagery features professional actors rather than veterans themselves, with its messages informed by the real experiences of former servicemen and women, ensuring the challenges they face are represented while protecting the privacy and wellbeing of those supported by the charity.