Challenge 3 Up, 3 Down: A Warrior’s Mission to Save Lives, 3 Veterans at a Time

Like many others, Jacob Norotsky’s journey into the military stemmed from a desire to serve and protect. But it was losing his father and fellow post-9/11 veterans to suicide that led to his current mission.

Through an initiative he calls “Challenge 3 Up, 3 Down,” Jake connects his brothers and sisters-in-arms to form a support network that ensures they always have someone to turn to in hopes of preventing suicide.

A Path to Serve

Jake grew up admiring his father, a Baptist minister and Air Force veteran. His father was his hero. Tragically, when Jake was 14, his father died by suicide. This event profoundly impacted Jake, shaping his future and desire to help others.

“I realized I needed to pick up the mantle he put down.”

An avid musician, Jake joined the Pennsylvania Army National Guard, thinking he would be part of the military band. Four weeks into basic training, the attacks on Sept. 11 occurred. Jake moved to active duty soon after and deployed first to Germany and then Iraq, where he experienced the harsh realities of war.

“My first night, I’m walking by a hangar, and I trip. I look down and see a red shoe with a foot sticking out the top. ‘Welcome to war,’ I think. To this day, it’s as vivid a memory as my son’s graduation.”

In Iraq, Jake was part of a helicopter crew, flying several hundred missions and witnessing the chaos of combat. One of his jobs was transporting those who were wounded or who died in combat. “I wasn’t a trained medic, but you just do what needs to be done,” Jake said, relaying a story about a flight to retrieve a soldier’s leg. “Everything comes home.”

The experiences left a lasting mark on him, both mentally and emotionally. “You’re seeing the worst of the worst, and you don’t know it at the time, but you’re being influenced by things that begin to imprint on the mind.”

A Sign to Change

When he finally came home, Jake said the adjustment to civilian life was difficult.

“I started to struggle because that stuff came with me. Your brain is wired for what you’ve seen, so my adrenaline was always on. Every trash can was a potential threat. I was looking for a gunner, for the enemy … because that is what I was used to looking for,” he explained.

Jake tried to fill the void with jobs requiring hyperawareness, becoming a flight instructor, a high school aviation studies teacher, and a football coach. However, he couldn’t escape the memories of war.

“I started thinking the world would be a better place without me.”

The Department of Veteran Affairs (VA) estimates we lose 17 veterans each day to suicide in the U.S. In its most recent Warrior Survey*, Wounded Warrior Project® (WWP) found that of the post-9/11 warriors surveyed, half said they had suicidal thoughts at some point in the past, with more than 1 in 4 warriors saying they thought about suicide within the last year.

Two weeks before the anniversary of his dad’s death, while at a funeral for a fellow soldier who had died by suicide, Jake realized he had to act. 

“I was watching them put another brother in the ground, thinking I knew from experience what they were feeling. And at that moment, something came to me, a higher power, my God … telling me I was next.”

After the services, Jake drove through the night from St. Louis back home to Alabama. “I realized it was time for me to fight for myself,” he said. “I went straight to the VA. And I remember walking in and saying,  ‘I need to talk to someone right now, and I’m not leaving here until I do.’”

The Power of Connection

Jake became involved with WWP™ in 2017, attending several events, including Project Odyssey®, an adventure-based learning program for warriors trying to manage post-traumatic stress disorder (PTSD), anxiety, and depression. However, like many other veterans, Jake said he had much to overcome. 

“I was still stuck, facing challenges. But Wounded Warrior Project was always there, checking on me, encouraging me.”

Jake began regular counseling to address his PTSD and strengthened his connections with his church and community. He also maintained ties to WWP, occasionally participating in alumni events. Little did he realize how his connection to the organization would open the door to a new career – and a new mission.

In 2022, Jake joined the Warriors Speak team, a group of veterans and caregivers who travel the country sharing WWP’s mission to honor and empower wounded warriors.

Jake, who always talked about the impact veteran suicide has had on his life, kept contemplating how he could change things.

“Statistically, an entire battalion of soldiers was dying every month. I kept thinking and asking myself how we could fix this to prevent more lives from being lost.”

One day, in 2023, he found an answer. “We’ve got to stay connected and do life together.” 

Challenge 3 Up, 3 Down was Born

The concept is simple yet powerful – to prevent suicide by helping veterans stay connected so no one feels isolated or alone.

“Each person identifies three people they will commit to check on at least every 48 hours, while three others commit to checking in on them, building authentic relationships, and a solid support structure they all can rely on,” explained Jake.

The idea, he said, came to him after realizing that there were warriors he spoke to daily, whether by phone or text.

“We’re connected, and we look out for each other. I know that if anything happens with me and I start to pull away, they will see it and be there to help me. On the flip side, it’s super important to me to be looking out for others.”

Realizing that today’s technology makes staying in contact easy, Jake began sharing about Challenge 3 Up, 3 Down at the end of his Wounded Warrior Project speaking engagements. He now encourages others to join him in forming their own connections.

Leaving a Legacy

Jake’s initiative is not just about preventing suicide. “It’s about helping veterans understand that you are never truly alone, even in the darkest times. Your brothers and sisters are there right beside you.”

By raising awareness for suicide prevention and helping others find their connections, Jake aims to leave a legacy that will leave a lasting impact on other veterans and their families. 

“Life is a journey that leads you to your legacy. My goal is to still serve and help people. I don’t have a million dollars, but I do have a cell phone. It’s easy for me to call or text and check in on others,” he said.

“By being present and involved in each other’s lives, we can hopefully recognize when someone is struggling and offer support before it’s too late.”

*Warrior Survey, Wave 2 (conducted June 15-Aug. 24, 2022

Contact: Cynthia Weiss – Public Relations, cweiss@woundedwarriorproject.org, 904. 738.2589

About Wounded Warrior Project

Since 2003, Wounded Warrior Project® (WWP) has been meeting the growing needs of warriors, their families, and caregivers — helping them achieve their highest ambition. Learn more about Wounded Warrior Project.