A new series of public service announcements has been unveiled as part of the Department of Veterans Affairs and the Ad Council’s ongoing campaign, “Don’t Wait. Reach Out.”
The new suite of PSAs, “You Are a Veteran,” acknowledges that many veterans grapple with complex feelings about their service, sometimes questioning whether they deserve veteran resources and support at all. The campaign aims to challenge those beliefs by reinforcing that no matter when, where or why they served, every veteran has earned the right to support.
“Every veteran’s story is unique, as are the challenges they may face after their service,” said Dr. Todd Burnett, acting executive director of the VA Office of Suicide Prevention. “These new messages emphasize that being a veteran is a lifelong identity that warrants care, respect and connection. We want veterans to understand that seeking help is a courageous and strong act. No matter what difficulties you may be experiencing, resources are available, and you are never alone.”
The initiative encourages all veterans facing challenges to visit VA.gov/REACH, a comprehensive resource hub designed to connect them with resources and services that support them across life’s challenges.
In 2022, the suicide rate among veterans was more than double the rate for non-veteran U.S. adults, according to the latest data from the 2024 National Veteran Suicide Prevention Annual Report. This underscores the ongoing need for comprehensive veteran suicide prevention efforts and reinforces the urgency of encouraging veterans to access the resources they’ve earned, said Heidi Arthur, chief campaign development officer at the Ad Council.
“Since the campaign began, more than three million veterans who were struggling and saw our message have taken action to seek help,” she said. “By listening to veterans and understanding the barriers they face, we’ve been able to create messages that truly resonate. Together with our partners at VA and across the creative and media community, we remain committed to ensuring every veteran knows they are not alone and that support is always within reach.”
The PSAs were developed pro bono by creative agency GSD&M, directed by Dominique DeLeon of Rodeo Show Productions, and edited by Sam Perkins of Nomad Edit.
They will run nationwide across donated media placements, including broadcast, digital, social media, out-of-home and print platforms. The new PSAs will also be distributed by the Ad Council to more than 1,850 broadcast television stations nationally.
The “Don’t Wait. Reach Out.” campaign is part of VA’s 10-year strategy to prevent suicide, grounded in a comprehensive public health approach that integrates both community-based prevention and clinical intervention. It is part of the Ad Council’s broader Mental Health Initiative - a multi-year effort aimed at shifting social norms, reducing barriers to support and fostering a culture that is more open, supportive and proactive about mental health.
Since its launch, the campaign has generated more than $125 million in donated media support and driven more than 7.3 million visits to VA.gov/Reach.
Reach Julia LeDoux at Julia@connectingvets.com.