U.S.VETS names Army veteran Robert Mitchell as 2026 campaign champion

U.S.VETS has launched its 2026 Make Camo Your Cause to #HONORUSVETS campaign and tapped Army veteran Robert Mitchell to front the effort. The campaign aims to raise awareness and more than $1 million this year to support housing, mental health and employment services for veterans in need.

Why it matters: - U.S.VETS is using Veterans Day to drive donations and public attention toward veteran homelessness. - The campaign is designed to turn camouflage into a visible sign of support for veterans and a fundraising tool for U.S.VETS programs. - U.S.VETS serves more than 20,000 veterans and families each year, so campaign support helps sustain housing, employment, mental health and peer-support services.

What happened: - U.S.VETS launched its 2026 awareness and fundraising campaign, Make Camo Your Cause to #HONORUSVETS. - The organization named Robert Mitchell, a U.S. Army veteran and U.S.VETS Houston veteran peer specialist, as the 2026 veteran champion. - Mitchell will appear in a new short documentary and national public service announcements. - Mitchell will also represent U.S.VETS in media interviews and Veterans Day activations.

The details: - Mitchell enlisted in the U.S. Army at 17 and served as a Corporal from 1975 to 1981. - After military service, Mitchell struggled with addiction and spent roughly seven years homeless, much of that time on Skid Row in downtown Los Angeles. - In 1993, Mitchell became one of the first veterans housed at U.S.VETS’ original Inglewood, California site. - A VA social worker named Steve Peck referred Mitchell to U.S.VETS; Peck later led the organization for nearly three decades. - Mitchell now works as a veteran peer specialist at U.S.VETS Houston, helping other veterans through similar challenges. - Mitchell was born on November 11, Veterans Day. - Mitchell marked 33 years of sobriety on May 10, 2026. - Mitchell now owns a home in Texas. - U.S.VETS released a short documentary and national public service announcements featuring Mitchell’s story at the campaign video. - Supporters can join the campaign at the donation page. - The campaign is now in its sixth year. - U.S.VETS aims to raise more than $1 million this year and has brought the campaign total to more than $3.5 million since launch. - The campaign’s official symbol is camouflage print. - U.S.VETS urges people to shop camo, wear camo on Veterans Day, share posts with #HONORUSVETS and donate $11 on 11/11. - The campaign shop offers U.S.VETS and #HONORUSVETS apparel and goods, plus cause-marketing products from partners including Fourth Wall, Spouse-ly, CharlieMadison, Freedom Bear Coffee, Goody's Original Popcorn, Traysters and The Kindness Cause. - All products in the shop are designed and printed in the USA. - Proceeds from the shop directly support U.S.VETS. - Campaign partners interested in joining can contact Heather Harvin at HHarvin@usvets.org or 213.393.8425. - Hundreds of companies and individuals have participated since the campaign launched in 2021 by wearing camo on Veterans Day and sharing photos with #HONORUSVETS. - U.S.VETS was founded in 1993 and is the largest nonprofit organization focused on veteran homelessness. - U.S.VETS operates 51 residential sites, 189 programs nationwide and four Veterans Connection Hubs. - U.S.VETS provides housing, employment assistance, mental health care, suicide prevention, aftercare and peer support.

Between the lines: - U.S.VETS is pairing a personal comeback story with a highly visible holiday campaign to make the issue of veteran homelessness feel immediate and actionable. - Mitchell’s role as both a former client and current employee gives the campaign a built-in credibility that can resonate with donors and veterans alike. - The push for an $11 donation on 11/11 creates a simple, repeatable call to action that is easy to share.

What's next: - U.S.VETS will continue promoting the campaign through Veterans Day media, social posts and the documentary. - The organization is counting on camo purchases, social sharing and direct donations to help reach its fundraising target. - Americans are being asked to wear camo on Veterans Day and use #HONORUSVETS to amplify the campaign.