![]() ![]() Moral injury can impact absolutely anyone, from veterans to caregivers. It helps put a name to what you're feeling. It's an important topic, because many people struggle with moral injury and they don't know. It's such an emotional, physical art form. Dance seemed like the perfect way to bring that metaphor to life. Even if they don't get it intellectually, they'll feel it. ![]() We chose to use a metaphor, "The War Inside," because it helps people understand what moral injury feels like. She told us that people who suffer from moral injury often feel like they're at war with themselves-like they're constantly stifling an evil twin. Katie Bernet: The idea came from a conversation with Rita Brock, PhD, a foremost authority on moral injury. In a conversation below, Richards Group copywriter Katie Bernet explains the agency's approach to creating "The War Inside." Muse: Where did this idea come from? Taken as a whole, the campaign-especially the TV spot, which stars Jordan Lovestrand, from Agami's dance troupe-breathes life into an obscure academic term and vividly links it to the here and now. ![]()
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