Challenge coins designs incorporate unit equipment, emblems, mottos, values, or other meaningful themes. They are constructed with the understanding that they will represent the core beliefs, achievements, and heritage of individual units throughout the military.

Units usually commission challenge coins to reward incredible acts for going above and beyond in the line of duty, to build team unity and spirit, and to show gratitude for service.

Service Before Self

In 2004, the Canadian Memorial Mortuary Affairs unit found the need that people wanted something to remember their meaningful journey during the incredible loss of life that was associated with our fallen coming home from the field of battle.

The name of the coin was created by the phrase along the bottom: Service Before Self, because they realized full well that this process had nothing to do with any particular individual as they put the service of the fallen and the family before any needs of themselves.

On the other side of the coin is our Canadian flag as it is folded following the time on which it was wrapped over the casket of our fallen. The flag is handled by multi-coloured hands, which reflects the multicultural fabric of our nation.

The words at the top of the coin, Dignity, Honor and Respect, became the bylines for all the work done on behalf of the fallen in service of their families and ordinary Canadians.