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• Call for Flannel Flower Day

  • deansimpson7
  • Sep 19
  • 3 min read
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The Salvation Army is encouraging as many people as possible to sign a petition to establish Flannel Flower Day, an initiative borne out of grief, with the goal of caring for communities that are facing immeasurable loss.


The Salvation Army’s Defence Veteran Ministries team is a proud partner of The Flannel Project, a registered charity supporting families and friends of veterans lost to suicide. The Flannel Project is calling for the establishment of Flannel Flower Day, a national day of remembrance. 


Shannen Box (left) with one of her closest friends, Alana Rosten.
Shannen Box (left) with one of her closest friends, Alana Rosten.

Defence veteran Elena Rowland launched the Flannel Project after her friend and fellow veteran Shannen Box tragically died by suicide at the age of 29. With the impact of her friend’s death creating waves of grief throughout friend, family and colleague groups, Elena, who goes by El, felt something needed to be done.


“When somebody you know dies, even in the best possible way, it sends ripples and shock waves and everything, and you’re kind of shocked and not knowing what to do,” El said.


The military uses a card system to offer veterans the supports that they need following their retirement from active service. This gave El the idea of creating the SOS card, which friends, family and colleagues can use to request food, shopping vouchers or help with running errands. The name Flannel came from Shannen’s beloved dog, and the flannel flower is also the national symbol of mental health awareness.


While Australia honours the service and sacrifice of its defence forces in many ways, there is not yet a national day which aims to recognise those lost to suicide or to support their families. The goals of Flannel Flower Day are to give families a place to honour loved ones lost to suicide, break silence and stigma surrounding veteran suicide and show that every veteran’s service matters.


The Salvation Army partnered with The Flannel Project in the #WearaFlanforShan walk earlier this year. Images: Supplied

“For those of us who have lost someone to veteran suicide, this day represents more than remembrance,” El said. “It is a way to honour their lives, break the silence around suicide, and remind families left behind that they are not alone. Creating a national day gives people permission to grieve openly, while also fostering compassion and understanding within the broader community.


“Flannel Flower Day is about making sure Shan, and others like her, are never forgotten and about ensuring that the families, friends, and communities left behind are recognised in their grief. Whether it’s lighting a candle, sharing a memory, wearing a flannel flower, or simply reaching out to someone who is struggling, it’s about creating space for remembrance and unity.”


Sadly, Shannen’s story is not an isolated one. More than 1,600 veterans have died by suicide since 1997, with the ripple effects felt by over 216,000 leaving over 216,000 families and mates carrying the weight of grief. Even after the Royal Commission’s Final Report in 2024, another 96 veterans have been lost. 


Signatures must be submitted by 24 September 2025. Sign the petition here 


– Kirralee Nicolle

If you have any questions, please reach out to: 


For more information, click here

 

 

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