Every veteran deserves support with VA and the Ad Council
New PSAs from the Don’t Wait. Reach Out. campaign encourage all veterans to seek help when they need it.
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The US Department of Veterans Affairs (VA) and the Ad Council have unveiled a new series of public service advertisements as part of their ongoing national campaign, Don’t Wait. Reach Out.
The initiative encourages all Veterans facing challenges to visit VA.gov/REACH, a comprehensive resource hub specially designed to connect them with resources and services to support them across life’s challenges.
The new suite of PSAs, titled You Are a Veteran, acknowledge that many Veterans wrestle with complex feelings about their service, sometimes questioning whether they deserve Veteran resources and support at all. The Don’t Wait. Reach Out. campaign aims to challenge those beliefs by reinforcing a powerful truth: 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.”
In 2022, the suicide rate among Veterans was more than double the rate for non-Veteran US 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.
Credits
View on- Agency GSD&M/New York
- Production Company Rodeo Show
- Director Dominique DeLeon
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Credits
View on- Agency GSD&M/New York
- Production Company Rodeo Show
- Director Dominique DeLeon
- Editor Sam Perkins
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency GSD&M/New York
- Production Company Rodeo Show
- Director Dominique DeLeon
- Editor Sam Perkins
“We are incredibly proud of the life-saving impact of this work. Since the campaign began, more than three million Veterans who were struggling and saw our message have taken action to seek help,” said Heidi Arthur, chief campaign development officer at the Ad Council. “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 across the country.
“In our research, we uncovered an important insight: many Veterans question whether they truly deserve support, or even hesitate to identify as Veterans because of when, where, or why they served,” said Bo Bradbury, SVP and managing director at GSD&M. “Highlighting this perspective was crucial to shaping a message that directly addresses those doubts, affirming that every Veteran, no matter their story, is worthy of care and connection. Our goal is to ensure all Veterans feel seen, valued, and empowered to seek the help they have earned.”
The Don’t Wait. Reach Out. campaign is a component of VA’s 10-year strategy to prevent Veteran suicide, grounded in a comprehensive public health approach that integrates both community-based prevention and clinical intervention. It also is part of the Ad Council’s broader Mental Health Initiative, a multi-year effort aimed at shifting social norms, reducing barrier to support and fostering a culture that is more open, supportive and proactive about mental health.
