About TAOWF
Charity Mission:
To support the mental health and welfare of current and former service personnel, their families, and their communities, fostering resilience, pride, and connection through the power of art.
Charity Motto:
“Trahere, Auxilium et Vincere” — “Draw, Support and Conquer”
Creativity is our weapon. Like all good military units, we believe in resilience with solidarity. We aim to inspire and connect with the forces brother and sisterhood, and help overcome mental health struggles.
Our Vision:
We envision a future in which every service member feels valued, supported, and connected to our unique community. Through military-inspired art, we honor the experiences, sacrifices, and triumphs of the armed forces while raising vital funds for mental health support.
Our artwork is more than just decoration. Whether a personal keepsake, a gift for a comrade, or a tribute to military life, every piece reflects pride, camaraderie, and the enduring spirit and resilience of our service personnel.
Founded by a former Royal Marine and his friends, we combat PTSD, depression, and suicide through the power of art. Every sale directly funds mental health charities—100% of profits go to helping those in need.
Art is more than expression—it’s a connection. It builds community, sparks conversation, and breaks the stigma surrounding mental health. Together, we honor our military family, support those in need, and make an impact—one piece of art at a time.
Why We Exist:
Co-founder, and visionary Johnny Askew, shares in his own words, what compelled him to set up the Art of War Foundation:
“As a former service member, I found it saddening the volume of current and former service personnel that have been affected by their experiences during service. A prevalent issue is how many are suffering from poor mental health, including PTSD, depression, and tragically, some taking their own lives. We want to do something to help those we care about. “.
Prior to joining the Royal Marines, Johnny studied Art with an aspirations to pursue a career in design. However, due to global events his career took an alternative path. During a 13 year military career, he saw how deeply embedded art is in military culture—paintings of battles and historical moments in barracks & messes, along with regimental trophies, deployment photos, military tattoos, and personalized gear. Art is part of the military’s identity.
The Art of War Foundation makes that connection even stronger—bringing military-inspired art to the forefront to restore pride, build community, and most importantly, support mental health. we want to prevent any more service members from feeling alone or without hope.
How We Help?
We back established military charities, that specialising in mental health and well-being, ensuring funds go directly to those who need them most. Our support helps provide:
Therapy sessions.
Rehabilitation programs.
Crisis hotlines.
Awareness campaigns.
Every penny of profit goes toward these efforts. None of our trustees take a salary. Our goal is to raise awareness, ensure help is available, and break the stigma surrounding mental health.
The Art of War Foundation is more than a charity—it’s a community. We encourage open conversations, support networks, and a sense of belonging
Who We Serve?
We support all current and former military personnel—soldiers, sailors, aircrew—and their families.
About the Team
Jonathan “Johnny” Askew – Founder, Lead Visionary and Trustee
Studied Art and Design at GCSE and A-Levels before joining the Royal Marines. Served for 13 years with a range of different regiments across the military, deployed to Iraq and twice to Afghanistan, specialising in Heavy Weapons, as a Mortar Fire Controller. Worked in ‘The Group’ alongside The Parachute Regiment, supporting UK and international Special Forces on further operational tours.
During and after my service, I witnessed too many friends and fellow servicemen struggling with mental health issues. It affects even the most robust and resilient among us. Many suffer in silence, unsure where to access help, while others feel isolated or forgotten.
This is an experience shared by individuals across all cap badges in the armed forces. And for those of us left behind, it’s a feeling of helplessness as we watch another lose their battle with mental health. I deeply believe this needs to change, and we can.
Due to the support of my friends and trustees, my vision for The Art of War Foundation was founded.
Keith Hughes - Co-Founder, Trustee at ‘The Art of War Foundation’
I served 16 years in the Royal Marines, deploying to multiple theatres including Iraq, Afghanistan, North Africa, and the waters off Somalia. Later, I joined a special duties unit, operating with UK Special Forces on both group and solo deployments.
During my service I was privileged to serve alongside incredible people. Witnessing both the best and worst of humanity. I saw friends killed and seriously injured and helped innocent civilians, including men, women, and children, who were injured by explosive ordinance intended for British forces. These experiences left a lasting impact, which didn't fully surface until 7 years later, after having left the forces.
On New Year's Eve 2024, I suffered a complete mental breakdown and ended up in hospital. I hadn’t seen myself spiralling out of control, but thankfully others did. By then, my mental health struggles had left me unemployed, financially ruined, homeless for a time, and unable to cope with daily life.
Now, as part of The Art of War Foundation, I have the opportunity to give back to the community I love so much, and that helped me rebuild my life. I’m in a unique position to support others walking a similar path, with similar struggles—both as an individual and through our work at the foundation.
Michael Houldridge – Founder & Trustee
In 2006, I met Johnny and Dom at Lympstone Commando Training Centre (CTCRM). While my own military journey lasted only 20 weeks, the bond we formed that year has endured, and over the years, we’ve witnessed firsthand the incredible sacrifices made by our armed forces and their families.
After leaving training, I spent several years working in construction before transitioning to the entrepreneurial world. I started a commercial cleaning business and took on an estate management role on the South Coast of England. During this time, I also had the privilege of serving as the chaplain for the Young Officers Training Corps in Southampton. This role provided me with the opportunity to spend time at various military units and training camps, where I connected with other chaplains and learned more about the struggles faced by service personnel and their families.
It quickly became clear to me that mental health isn’t just an issue for the individual service member—its effects ripple through entire families. When I discovered Johnny’s desire to use his skills and experience to help others, it felt like the perfect opportunity to come together and create a platform for support.
Along the way, we were joined by Keith, a veteran who served many years in the Royal Marines. His insight into mental health, drawn from his own experiences, has been crucial to our cause. Together, we are dedicated to providing support for the mental well-being of military personnel and their families.
Dom Proud – Founder & Trustee
I met both Johnny and Mike during Royal Marines training, however by week 22 it became apparent that it wasn’t the route for me.
For reasons still unknown to the three of us, we have however remained firm friends for over 18 years. Our careers have all taken different paths, mine into construction where I now run a highways maintenance contract which turns over £45m a year and I lead a team of over 250 people.
Back in early 2024, whilst helping Mike record an episode for his podcast, our discussions turned to Johnny’s idea for a charity which has an art and mental health focus, and ultimately from that day onwards ‘The Art of War Foundation’ war born.
Whilst I cannot confess to understand what anyone has gone through or experienced from their time in the military, having grown up from a military family and witnessed first-hand the impact of mental health challenges and the transition from military to civilian life, along with the lifelong friendship with Johnny and others in the forces, I felt compelled to want to support in some form.