VA and Ad Council Launch New PSAs to Support All Veterans Needing Help

New PSA Campaign to Support Veterans

The U.S. Department of Veterans Affairs (VA), in conjunction with the Ad Council, has taken a firm stance in reaffirming the importance of support for all veterans. With the launch of their latest series of public service announcements (PSAs) as part of the ongoing "Don't Wait. Reach Out" campaign, they aim to remind veterans that they are not alone in their struggles.

The newly introduced PSAs, titled "You Are a Veteran," target a significant challenge faced by many veterans. Often, veterans grapple with complex feelings regarding their service, leading them to hesitate in seeking the resources and support they rightfully deserve. This campaign seeks to dismantle those misconceptions by asserting that every veteran, irrespective of their story, has earned the right to support.

"Every veteran's experience is unique, and so are the obstacles they may encounter after transitioning from service to civilian life," explained Dr. Todd Burnett, acting executive director of the VA Office of Suicide Prevention. "These messages serve to highlight that being a veteran is a lifelong identity that deserves respect and support. We want veterans to recognize that reaching out for help is a brave act. There are resources available, and they are never alone in this journey."

The issue of veteran suicide is alarming; according to the 2024 National Veteran Suicide Prevention Annual Report, the suicide rate among veterans was more than twice that of non-veteran adults in the U.S. This statistic emphasizes the critical nature of launching effective prevention measures and the imperative need for veterans to engage with the available services they have earned through their service.

The Ad Council proudly notes the positive impact of their campaign. Since its inception, over three million veterans have taken action towards seeking help after seeing their messages. Heidi Arthur, chief campaign development officer at the Ad Council, remarked, "By actively listening to veterans and understanding the barriers they face, we have crafted messages that resonate deeply. Together with our partners at the VA and across the media landscape, we strive to ensure every veteran knows they are not isolated and that help is always close at hand."

The PSAs were creatively directed by GSDM, with production by Dominique DeLeon of Rodeo Show Productions and editing by Sam Perkins of Nomad Edit. These messages will be disseminated across various media platforms, including broadcast, digital, social media, out-of-home, and print, ensuring maximum visibility nationwide. The Ad Council plans to distribute these messages to over 1,850 television stations across the United States.

The campaign’s research revealed that many veterans question their entitlement to support or even struggle to acknowledge their identity as veterans due to the conditions of their service. Bo Bradbury, SVP and managing director at GSDM, underscored this perspective in developing the PSA messages, which aim to reassure all veterans that their sacrifices and stories are valid. "Our goal is to make sure all veterans feel acknowledged, appreciated, and empowered to seek out the assistance they have rightfully earned," he stated.

This initiative is a crucial facet of the VA's 10-year strategy to combat veteran suicide, incorporating a comprehensive public health strategy that emphasizes both community-based and clinical interventions. It also aligns with the Ad Council's broader Mental Health Initiative, designed to reshape social norms, mitigate barriers to accessing support, and promote a culture of proactive engagement with mental health challenges.

Since its launch, the campaign has generated over $125 million in donated media support, leading to over 7.3 million visits to the resource website, VA.gov/REACH. This platform, developed in partnership with Reingold, connects veterans with crucial resources while also featuring shareable content crafted by the veteran-owned agency, Rigaud Global Company, to raise awareness around veteran suicide prevention.

Veterans in crisis or those concerned about their fellow service members are encouraged to reach out to the Veterans Crisis Line for 24/7 confidential support, available regardless of enrollment in VA benefits or healthcare. They can access this service by dialing 988 and pressing 1, chatting online at VeteransCrisisLine.net/Chat, or texting 838255.

For journalists covering this initiative, detailed resources including VA's Safe Messaging Best Practices fact sheet are accessible for guidance on responsibly discussing suicide-related matters.

About the Ad Council

The Ad Council has played a pivotal role in driving social change for over 80 years, rallying creative talents to inspire, inform, and unite audiences around pressing societal issues.

In November 2022, the Ad Council launched a Mental Health Initiative aimed at addressing the urgent mental health crisis in the U.S. This multi-year effort seeks to foster openness around mental health, equipped with support from the Huntsman Mental Health Foundation. For further information or to get involved, visit AdCouncil.org or their social media channels.

About the U.S. Department of Veterans Affairs, Office of Suicide Prevention

The VA's Office of Suicide Prevention adopts a public health strategy to combat suicide, emphasizing preventative measures at both community and clinical levels. Their commitment is grounded in the belief that suicide is preventable, engaging collaborative efforts with federal agencies, veteran service organizations, and other community partners to tackle this critical issue nationwide.