At Donut Pig Digital Marketing, we talk a lot about helping small businesses find their voice. But today, we’re sharing something different , something deeply personal about the man behind the brand.
This is the story of Shaun Moat, our founder. It’s a story about service, loss, rock bottom, and the charity that pulled him back from the edge. It’s also the story behind his upcoming book, Purple Hope – How Erskine Saved My Life.
Sometimes the most powerful thing a business can do is show its human side. This is ours.
From Serving Queen and Country to Losing Everything
Shaun’s journey started in the Royal Air Force. For anyone who’s served, you’ll know the military isn’t just a job , it’s an identity. It’s structure, purpose, camaraderie, and belonging. It’s knowing exactly who you are and where you fit in the world.
When that gets taken away, the fall can be brutal.
For Shaun, leaving the RAF meant losing far more than a career. It meant losing his sense of self. The transition to civilian life , something many assume is straightforward , became a spiral that led to places he never imagined he’d end up.
Mental health struggles crept in quietly at first, then loudly. The things that once felt manageable became overwhelming. And before long, Shaun found himself facing something he’d never thought possible: homelessness.
> “When you’ve served your country and then find yourself with nothing , no home, no purpose, no hope , it breaks something inside you. I didn’t recognise myself anymore.”
This isn’t a story we share lightly. But it’s one that matters, because Shaun isn’t alone. Thousands of veterans across the UK face similar battles every single day , and far too many suffer in silence.
The Moment Everything Changed: Finding Erskine
When you’re at your lowest, sometimes hope arrives in unexpected forms.
For Shaun, that hope came in the shape of Erskine Veterans Charity , specifically, their centre in Forres, Scotland.
Erskine has been supporting veterans and their families since 1916. They provide care, accommodation, and support services to ex-service men and women who need help rebuilding their lives. For Shaun, they provided something even more fundamental: a lifeline.
At the Forres centre, Shaun found more than just a roof over his head. He found people who understood. Staff who listened without judgement. Fellow veterans who’d walked similar paths. And slowly , very slowly , he found his way back to himself.
> “Erskine didn’t just give me somewhere to stay. They gave me a reason to keep going. They saved my life. I don’t say that for dramatic effect , I mean it literally.”
The journey wasn’t quick or easy. Recovery from mental health struggles and the trauma of homelessness never is. But with the right support, Shaun began to rebuild. He rediscovered purpose. He started Donut Pig Digital Marketing. And he made a promise to himself: one day, he’d give back.
Why ‘Purple Hope’ Had to Be Written
That promise became Purple Hope – How Erskine Saved My Life.
This book is Shaun’s honest, raw account of his journey , from serving in the RAF, through the darkest chapters of his life, to finding hope and healing through Erskine. It’s not a glossy success story with the hard bits edited out. It’s the real thing.
Why “Purple Hope”?
Purple is a colour often associated with veterans and military service. But for Shaun, it represents something more , the blend of the darkest blue (those lowest moments) with the red of courage and survival. It’s hope born from hardship.
The book covers:
- Life in the RAF , the pride, the purpose, the bonds formed
- The unravelling , what happens when identity and mental health collapse
- Homelessness , the reality that so many veterans face but few talk about
- Erskine’s intervention , how the charity stepped in when Shaun needed it most
- Recovery and rebuilding , the slow, imperfect journey back to life
It’s written for veterans who might be struggling right now. For families who don’t know how to help. For anyone who’s ever felt like there’s no way out. And for people who simply want to understand what so many ex-service personnel go through.
Breaking the Stigma: Asking for Help Is Strength
One of the biggest reasons Shaun wrote this book is to tackle the stigma around mental health , especially in military and veteran communities.
There’s a dangerous myth that asking for help is weakness. That “real” soldiers, airmen, and sailors should be able to handle anything. That struggling means failing.
That’s rubbish.
The bravest thing Shaun ever did wasn’t anything he did in uniform. It was admitting he couldn’t do it alone. It was accepting help when every instinct told him to tough it out. It was walking through the doors at Erskine and saying, “I need support.”
If you’re reading this and you’re struggling , whether you’re a veteran or not , please hear this:
- Asking for help is not weakness. It’s courage.
- You are not a burden. You are worth supporting.
- There are people and organisations who want to help. Let them.
Mental health doesn’t discriminate. It doesn’t care about your rank, your achievements, or how strong you think you should be. And recovery is possible , Shaun is living proof.
50% of Proceeds Go Directly to Erskine
Here’s the part that matters most to Shaun: 50% of all proceeds from Purple Hope go directly to Erskine Veterans Charity.
This isn’t a token gesture or a marketing angle. It’s a debt being repaid. Erskine saved Shaun’s life, and every book sold helps them do the same for other veterans who are where he once was.
When you buy Purple Hope, you’re not just getting a book. You’re directly funding:
- Care home places for veterans who need round-the-clock support
- Transitional accommodation for those rebuilding their independence
- Mental health and wellbeing services
- Activities and therapies that give veterans purpose and community
Every purchase makes a genuine difference.
Join the Waitlist Today
Purple Hope – How Erskine Saved My Life is coming soon, and you can be among the first to get your copy.
If this story has resonated with you , whether you’re a veteran, a family member, someone who’s faced mental health struggles, or simply someone who wants to support a meaningful cause , we’d love you to join us.
👉 Visit www.shaunmoat.co.uk to join the waitlist and learn more about the book.
You’ll be the first to know when it launches, and you’ll be part of something that genuinely helps veterans in need.
A Final Word
At Donut Pig, we help small businesses tell their stories and connect with their communities. But sometimes the most important story to tell is your own.
Shaun’s journey from the RAF to homelessness to recovery isn’t comfortable reading. But it’s real. And if sharing it helps even one person realise they’re not alone , that there’s hope, that help exists, that asking for support is the strongest thing they can do , then it’s worth every word.
Thank you for reading. Thank you for caring. And if you’re in a position to support Erskine by grabbing a copy of Purple Hope, thank you for that too.
Together, we can break the stigma and bring hope to those who need it most.
If you or someone you know is struggling, please reach out. In the UK, you can contact the Samaritans on 116 123 (free, 24/7) or visit Erskine to learn about support for veterans.
