A while back, we ran an event during Mental Health Week that focused specifically on veterans’ mental health. We had speakers, support services, and real conversations. Around 30 people came. Veterans, businesses, charities, and supporters walked through that door, took part, and hopefully left feeling a little more seen.
You’d think that would be something to feel good about.
But of course, some looked at the numbers and frowned. “Only 30? Shouldn’t we have picked a more general topic?” Translation: something with broader appeal. Something that draws a crowd. Something that makes a spreadsheet look happy.
This kind of thinking is more common than you’d expect. Somewhere along the way, we’ve been sold the idea that the value of something is measured in footfall and photo ops. That success is all about the numbers, and meaning comes second. Preferably with a good hashtag.
Here’s the thing though. Just because something isn’t wildly popular doesn’t mean it isn’t wildly important.
Veterans’ mental health affects real people, real families, and often in deeply complex and under-supported ways. Thirty people might not sound like a lot if you’re measuring in marketing metrics. But if you’ve ever sat across from someone who feels like they’re on the brink, thirty is an auditorium.
It’s a bit like saying we shouldn’t talk about progeria, because it only affects a tiny number of children worldwide. Or that rare cancers should get less attention because they’re, well, rare. Try telling that to the parents, the partners, the children living with the daily impact. Try telling them their reality isn’t worth a session, a speaker, a seat at the table.
Sometimes, the right thing won’t trend. It won’t break records. It might not even break even. But we do it anyway, because it matters.
We’re not in the business of popularity contests. We’re in the business of people. And people don’t come in perfect, marketable batches. They come with stories, with needs, and with voices that deserve to be heard. Even if there are only thirty of them.
So yes, we’ll keep talking about the things that matter. We’ll keep showing up for those who feel unseen. Because doing the right thing isn’t always popular.
But it is the right thing to do.
