James Cameron knows that if you ask a veteran to sit in a circle and talk about their feelings, they might never show up. But if you ask them to fix a gearbox? They’ll be there at 0700 sharp.
In the latest Autocar Meets podcast, the former Royal Tank Regiment officer and CEO of Mission Motorsport explains his "shiny things" strategy.
Since 2012, his charity has evolved from a racing niche into a powerhouse of veteran advocacy, bridging the chasm between the barracks and the boardroom.
Speaking from the charity’s base at Bicester Heritage, Cameron describes the "love of machines" as a Trojan horse for mental health.
"The shiny things attract veterans who might otherwise struggle with isolation," Cameron told Autocar. "Once they’re engaged, we focus on the mental health piece. The charity is called Mission Motorsport – but we actually do very little motorsport."
And it's not just mental health that Mission Motorsport deals with. Cameron identifies a "language barrier" that leaves highly skilled veterans invisible to civilian employers.
“The military drums out individual ego from day one. In a corporate HR world that demands self-promotion, veterans often struggle to say: 'I am the best candidate.'"
The disconnect can be staggering. Cameron, for instance, cites the case of Gary Dunning, a veteran who summarised his service as "digging trenches". Under closer inspection, Dunning had actually spent 18 months managing HR for a NATO headquarters of more than 400 people.
For the full episode, head to Apple Podcasts, Spotify or wherever you normally get your podcasts from.
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