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{{notability|Web|date=December 2016}} {{notability|Web|date=December 2016}}
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The '''22 Pushup Challenge''', sometimes called the '''22KILL Pushup Challenge''', was a social media campaign which involved performing 22 ] to promote awareness for ] prevention along with honoring military service members and veterans. The '''22 Pushup Challenge''', sometimes called the '''22KILL Pushup Challenge''', was an activity involving pressing out twenty-two ] to promote awareness for ] prevention along with honoring military service members and veterans.


The viral awareness campaign gained traction and started to garner celebrity support and participation in August 2016. Social media outlets like ], ], and ] news feeds were inundated with video posts of celebrities doing their 22 pushups and then challenging others, using the ] #22pushupchallenge. Participants included actors, pro athletes, musicians, politicians, etc. -- i.e. ], ], ], ], ], ] and others have posted videos of themselves doing 22 pushups in support of the cause.<ref>{{cite web|url=http://www.cbsnews.com/news/22-push-up-challenge-hopes-to-save-the-lives-of-veterans/|title=22 Push-Up Challenge hopes to save the lives of veterans|publisher=}}</ref><ref>{{cite web|url=http://www.usatoday.com/story/life/2016/08/15/celebrities-22-pushup-challenge-veteran-mental-health/88797172/|title=Stars support vets through #22PushupChallenge|publisher=}}</ref><ref>{{cite web|url=http://people.com/bodies/chris-evans-scott-eastwood-the-rock-and-others-take-22-push-up-challenge/|title= Chris Evans, Scott Eastwood, The Rock and Others Take 22 Push-Up Challenge|publisher=}}</ref> The viral awareness campaign gained traction and started to garner Hollywood celebrity support and participation in August 2016. Social media outlets like ], ], and ] news feeds began to be inundated with video posts of celebrities doing their 22 pushups and then challenging other celebrities, pro athletes, politicians, etc. -- i.e. ], ], ], ], ] and others have posted videos of themselves completing the 22 pushups.<ref>{{cite web|url=http://www.cbsnews.com/news/22-push-up-challenge-hopes-to-save-the-lives-of-veterans/|title=22 Push-Up Challenge hopes to save the lives of veterans|publisher=}}</ref><ref>{{cite web|url=http://www.latimes.com/entertainment/gossip/la-et-mg-chris-evans-the-rock-veterans-pushups-20160815-snap-htmlstory.html|title=Chris Evans and the Rock support our troops with the 22 Pushup Challenge|first=Libby|last=Hill|publisher=|via=LA Times}}</ref><ref>{{cite web|url=http://www.usatoday.com/story/life/2016/08/15/celebrities-22-pushup-challenge-veteran-mental-health/88797172/|title=Stars support vets through #22PushupChallenge|publisher=}}</ref>


==Origin== ==Origin==
The original campaign named #22KILL<ref>{{cite web|url=https://www.22kill.com/22kill-name/|title=22KILL Name - 22KILL|publisher=}}</ref> was created by an ] ] veteran named , founder of multiple veteran organizations - 22KILL, HCC, White Star Families of America, and veteran.Me. The "Pushup Challenge"<ref>{{cite web|url=https://www.facebook.com/honorcouragecommitmentinc/videos/10151135652160786/|title=Pushup Challenge. - Facebook|publisher=}}</ref> had first started in 2011 through the veteran ] , but later continued to evolve while maintaining the foundation to honor military veterans and their service. In early 2013, the VA released a statistic that 22 veterans commit suicide every day on average which initially garnered limited media coverage.<ref>{{cite web|url=http://www.usatoday.com/story/news/nation/2013/02/01/veterans-suicide/1883329/|title=VA study: 22 vets commit suicide every day|publisher=}}</ref>
The original campaign began in 2013 under , a veteran nonprofit organization focused on veteran empowerment and suicide prevention. The number "22" is a reference to a report released by the Department of Veteran Affairs in 2012,<ref>{{cite web |url=http://www.va.gov/opa/docs/suicide-data-report-2012-final.pdf |title=Suicide Data Report, 2012 |accessdate=2016-10-04 }}</ref>, which stated that an average of 22 veterans die by suicide each day. The purpose of the pushups is twofold; 1. to raise awareness to the statistic, and 2. to honor military service members, past and/or present.

HCC's original pushup challenge collaborated with #sweat4vets<ref>{{cite web|url=https://www.facebook.com/AstoriaFilmCo/videos/10151950057135786/ |title=#Sweat4Vets can come at any time. It's... - Thunder Road: Feature Film Campaign |publisher=Facebook |date=2013-10-01 |accessdate=2016-11-18}}</ref> to launched the "22 pushup" campaign in Oct 2013.<ref>{{cite web|url=https://www.facebook.com/honorcouragecommitmentinc/videos/10152074502220786/ |title=Nolan Bagwell - 14th Marines youngest... - Honor Courage Commitment, Inc. |publisher=Facebook |date=2013-11-19 |accessdate=2016-11-18}}</ref>

⚫ ==Elements of campaign==
⚫ ] participating in the 22 Pushup Challenge in 2016]]
The introduction of the black 22KILL Honor Ring in October 2013 which the ] along with a fellow Navy veteran who both brainstormed together sharing their perception that veterans' ] and sacrifices were unrecognized. Nguyen took on a personal mission in creating a unique and universal symbol in an effort to subtly display a recognizable symbol of honor with an objective of connecting veteran advocates with each other (by noticing the ring on others in public). The originally idea was to name it "Black Trigg" in reference to the tungsten/titanium black ring designed to be worn on the index finger or trigger finger of a veteran advocate or those who supported the cause. Both veterans and non-veterans who support the cause can earn an Honor Ring by committing to pressing out 22 pushups in honor for the US Military and the veterans who've served honorably.

The pushup aspect of the awareness campaign proved value in the organic growth of campaign's mission because it garnered much attention when the pushups were done in a public setting which ultimately led to people asking what the pushups were all about. This ongoing strategy combined with leveraging social media to maximize exposure ultimately led to mainstream adoption.<ref>{{cite web|url=https://twitter.com/search?q=%2322KILL&src=typd|title=Twitter Feed - #22KILL|last=|first=|date=|website=|publisher=|access-date=}}</ref><ref>{{cite web|url=http://www.syracuse.com/us-news/index.ssf/2016/08/22_pushups_challenge_what_is_it_veterans.html|title=New Viral Craze on Internet #22KILL #22PushupChallenge|last=|first=|date=|website=|publisher=|access-date=}}</ref>


==Initial success== ==Initial success==
In March of 2014, Julie Hersh, President of and author of ''Struck By Living'', learned about 22KILL and did her 22 pushups while visiting their office. After posting her video, and the amount of attention she received from friends and family, Hersh came up with the idea to start a "challenge" for 22KILL. She pledged to donate $100 for every person who did 22 pushups and posted the video to 22KILL's Facebook page, up to $100,000 (1,000 videos). The timeline given was 1 week, beginning March 28, 2014 and ending April 4, 2014. 22KILL, through its local network of supporters, ended up tripling the goal, getting over 3,000 pushup videos. As promised, they were presented a check for $100,000.<ref>{{cite web|url=https://www.facebook.com/hershfoundation/photos/a.237742153078442.1073741828.236556229863701/259150280937629/?type=3&theater|title=Hersh Foundation check presentation to HCC / 22KILL|publisher=}}</ref> Afterwards, 22KILL decided to keep the momentum going by creating its own goal of reaching 22 million pushups, simply to raise awareness to the cause. This was tracked by using the hashtag phrase "#22pushups for #22kill". As a rule, a supporter must press out 22 pushups to earn the privilege of wearing an Honor Ring which symbolizes a physical act of commitment to support veterans. In March 2014, Julie Hersh, President of ] and author of ''Struck By Living'', learned about 22KILL and made 22 pushups wearing a skirt and boots. The video was posted on Facebook and shared in an article posted on around the topic of veteran suicide. Julie Hersh's son poked fun at her pushups stating that they did not count due to improper form spurred up a thread of comical comments of friends agreeing with her son's comments. This ultimately became the catalyst for the #22KILL #22PushupChallenge Campaign which for every video posted of them doing their 22 pushups for #22KILL maxed at $100,000. The campaign was a success<ref>{{cite web|url=https://www.facebook.com/hershfoundation/photos/a.237742153078442.1073741828.236556229863701/259150280937629/?type=3&theater|title=Hersh Fnd $100K Check Presentation to HCC #22KILL #22PushupChallenge|last=|first=|date=June 25, 2014|website=|publisher=|access-date=}}</ref> which launched in March 28, 2014, for a week with the deadline on April 4, 2014. More than tripling the goal of 22pushup videos posted, 22KILL immediately continued the momentum by launching a follow-on goal to 22 million pushups in the same manner of posting videos of 22 pushups and challenging others.


Over the next 2 years, pushup videos continued to be posted, adding to the counter little by little. It wasn't until an advocate of 22KILL re-ignited the pushup campaign by starting what has since become the viral #22pushupchallenge,<ref>{{cite web|author=Janice Allen |url=http://fox17online.com/2015/04/03/army-vet-launches-22-push-up-challenge-to-help-fellow-veterans/ |title=Army vet launches '22 push up challenge' to help fellow veterans |publisher=Fox17online.com |date=2015-04-03 |accessdate=2016-11-18}}</ref> which even has reached military members from other countries including the UK and Australia.<ref>{{cite web|url=http://www.mirror.co.uk/news/uk-news/hero-british-amputee-soldiers-amazing-8293159|title=Hero British amputee soldiers in amazing challenge to combat military suicide|first=Laura|last=Savvas|date=27 June 2016|publisher=}}</ref> Although posts of pushup videos continued trickle in on social media<ref>{{cite web|url=https://twitter.com/search?q=pushups%20#22KILL%20since:2014-04-01%20until:2015-04-01&src=typd|title=pushups - Twitter Search|publisher=|accessdate=18 November 2016}}</ref> after the initial surge from the Hersh campaign, Nate Koehn an Army veteran and 22KILL Veteran Advocate re-ignited the pushup campaign by garnering local news coverage in his local town, Wyoming, MI.<ref>{{cite web|author=Janice Allen |url=http://fox17online.com/2015/04/03/army-vet-launches-22-push-up-challenge-to-help-fellow-veterans/ |title=Army vet launches '22 push up challenge' to help fellow veterans |publisher=Fox17online.com |date=2015-04-03 |accessdate=2016-11-18}}</ref>


The "22" number was part of a statistic that was originally released through a case study done by the Department of Veteran Affairs in 2012,<ref>{{cite web |url=http://www.va.gov/opa/docs/suicide-data-report-2012-final.pdf |title=Suicide Data Report, 2012 |accessdate=2016-10-04 }}</ref> but since then have release an updated study showing the rate had fallen to "20" veteran suicides per day.<ref>{{cite web |url=http://www.va.gov/opa/publications/factsheets/Suicide_Prevention_FactSheet_New_VA_Stats_070616_1400.pdf |title=VA Suicide Prevention Program Facts about Veteran Suicide July 2016 |accessdate=2016-10-04 }}</ref>
⚫ ==Elements of the campaign==
⚫ ] participating in the 22 Pushup Challenge in 2016]]


In the US, many people participated for the 22KILL nonprofit organization, and even in the UK, many people along with British troops participated in the #22KILL #22PushupChallenge.<ref>{{cite web|url=http://www.mirror.co.uk/news/uk-news/hero-british-amputee-soldiers-amazing-8293159|title=Hero British amputee soldiers in amazing challenge to combat military suicide|first=Laura|last=Savvas|date=27 June 2016|publisher=}}</ref>
When the challenge first started, it required the person do 22 pushups a day for 22 days, posting a video each day. However, as it continued to grow, the more viral version of the challenge only required the person to do 22 pushups once. Most celebrities saw this version, which is why you will only see one video from them. Some, however, did complete the full 22-day challenge. Actors ] and ], band members of ], and NFL player ] were among those. Regardless of how it was done, the challenge still served its purpose and the ultimate mission of raising awareness.


Similar to the ], participants film themselves performing the challenge and then nominate others to do the same. 22 Pushup Challenge was different in that its primary focus was only to raise awareness, and donations were not a requirement. Similar to the ], it encourages participants to be filmed doing 22 pushups and then nominating others to do the same. How the #22PushupChallenge was different was that requesting donations was not a primary focus which may have alleviated any stresses of financial obligation to participate. 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.


==References== ==References==

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The 22 Pushup Challenge, sometimes called the 22KILL Pushup Challenge, was an activity involving pressing out twenty-two pushups to promote awareness for veteran suicide prevention along with honoring military service members and veterans.

The viral awareness campaign gained traction and started to garner Hollywood celebrity support and participation in August 2016. Social media outlets like Twitter, Instagram, and Facebook news feeds began to be inundated with video posts of celebrities doing their 22 pushups and then challenging other celebrities, pro athletes, politicians, etc. -- i.e. Dwayne ‘The Rock’ Johnson, John Krasinski, Chris Pratt, Chris Evans, Scott Eastwood and others have posted videos of themselves completing the 22 pushups.

Origin

The original campaign named #22KILL was created by an OEF Marine veteran named Andrew K. Nguyen, founder of multiple veteran organizations - 22KILL, HCC, White Star Families of America, and veteran.Me. The "Pushup Challenge" had first started in 2011 through the veteran nonprofit organization Honor Courage Commitment, Inc., but later continued to evolve while maintaining the foundation to honor military veterans and their service. In early 2013, the VA released a statistic that 22 veterans commit suicide every day on average which initially garnered limited media coverage.

HCC's original pushup challenge collaborated with Thunder Road Film #sweat4vets to launched the "22 pushup" campaign in Oct 2013.

Elements of campaign

United States Navy personnel from the Naval Hospital Bremerton participating in the 22 Pushup Challenge in 2016

The introduction of the black 22KILL Honor Ring in October 2013 which the founder along with a fellow Navy veteran Nicholas Ciolino who both brainstormed together sharing their perception that veterans' honorable service and sacrifices were unrecognized. Nguyen took on a personal mission in creating a unique and universal symbol in an effort to subtly display a recognizable symbol of honor with an objective of connecting veteran advocates with each other (by noticing the ring on others in public). The originally idea was to name it "Black Trigg" in reference to the tungsten/titanium black ring designed to be worn on the index finger or trigger finger of a veteran advocate or those who supported the cause. Both veterans and non-veterans who support the cause can earn an Honor Ring by committing to pressing out 22 pushups in honor for the US Military and the veterans who've served honorably.

The pushup aspect of the awareness campaign proved value in the organic growth of campaign's mission because it garnered much attention when the pushups were done in a public setting which ultimately led to people asking what the pushups were all about. This ongoing strategy combined with leveraging social media to maximize exposure ultimately led to mainstream adoption.

Initial success

As a rule, a supporter must press out 22 pushups to earn the privilege of wearing an Honor Ring which symbolizes a physical act of commitment to support veterans. In March 2014, Julie Hersh, President of Hersh Foundation and author of Struck By Living, learned about 22KILL and made 22 pushups wearing a skirt and boots. The video was posted on Facebook and shared in an article posted on Psychology Today around the topic of veteran suicide. Julie Hersh's son poked fun at her pushups stating that they did not count due to improper form spurred up a thread of comical comments of friends agreeing with her son's comments. This ultimately became the catalyst for the #22KILL #22PushupChallenge Campaign which Julie Hersh pledged to donate $100 for every video posted of them doing their 22 pushups for #22KILL maxed at $100,000. The campaign was a success which launched in March 28, 2014, for a week with the deadline on April 4, 2014. More than tripling the goal of 22pushup videos posted, 22KILL immediately continued the momentum by launching a follow-on goal to 22 million pushups in the same manner of posting videos of 22 pushups and challenging others.

Although posts of pushup videos continued trickle in on social media after the initial surge from the Hersh campaign, Nate Koehn an Army veteran and 22KILL Veteran Advocate re-ignited the pushup campaign by garnering local news coverage in his local town, Wyoming, MI.

The "22" number was part of a statistic that was originally released through a case study done by the Department of Veteran Affairs in 2012, but since then have release an updated study showing the rate had fallen to "20" veteran suicides per day.

In the US, many people participated for the 22KILL nonprofit organization, and even in the UK, many people along with British troops participated in the #22KILL #22PushupChallenge.

Similar to the ALS IceBucketChallenge, it encourages participants to be filmed doing 22 pushups and then nominating others to do the same. How the #22PushupChallenge was different was that requesting donations was not a primary focus which may have alleviated any stresses of financial obligation to participate. 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.

References

  1. "22 Push-Up Challenge hopes to save the lives of veterans".
  2. Hill, Libby. "Chris Evans and the Rock support our troops with the 22 Pushup Challenge" – via LA Times.
  3. "Stars support vets through #22PushupChallenge".
  4. "22KILL Name - 22KILL".
  5. "Pushup Challenge. - Facebook".
  6. "VA study: 22 vets commit suicide every day".
  7. "#Sweat4Vets can come at any time. It's... - Thunder Road: Feature Film Campaign". Facebook. 2013-10-01. Retrieved 2016-11-18.
  8. "Nolan Bagwell - 14th Marines youngest... - Honor Courage Commitment, Inc". Facebook. 2013-11-19. Retrieved 2016-11-18.
  9. "Twitter Feed - #22KILL".
  10. "New Viral Craze on Internet #22KILL #22PushupChallenge".
  11. "Hersh Fnd $100K Check Presentation to HCC #22KILL #22PushupChallenge". June 25, 2014.
  12. "pushups - Twitter Search". Retrieved 18 November 2016.
  13. Janice Allen (2015-04-03). "Army vet launches '22 push up challenge' to help fellow veterans". Fox17online.com. Retrieved 2016-11-18.
  14. "Suicide Data Report, 2012" (PDF). Retrieved 2016-10-04.
  15. "VA Suicide Prevention Program Facts about Veteran Suicide July 2016" (PDF). Retrieved 2016-10-04.
  16. Savvas, Laura (27 June 2016). "Hero British amputee soldiers in amazing challenge to combat military suicide".
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