September is Suicide Prevention Month and the U.S. Department of Veterans Affairs (VA) and the Ad Council have released new public service announcements for the ongoing national campaign: “Don’t Wait. Reach Out.”
The new PSAs are inspired by the insight that military veterans are often the first to help others, but it can sometimes be tougher for them to ask for help or accept it. The PSAs pose the simple question: “When was the last time you asked for help?”
“There is nothing more important to VA than ending veteran suicide, and a key part of that effort is encouraging and normalizing the act of reaching out for support,” said secretary Denis McDonough, U.S. Department of Veterans Affairs in a statement. “Through this ongoing campaign, we’re trying to spread awareness and hope that veterans—and all of us—can make it through tough times. Suicide is preventable, and we can all play a role by checking in on each other and encouraging those who are struggling to seek the support they need.”
The PSAs were created pro bono by GSD&M, with the creative informed by research with veterans. The ad features a range of veterans reflecting on the difficulties of asking for support. Academy Award-winning director Kathryn Bigelow (“The Hurt Locker”) directed the film.
“It was an honor and a pleasure to work with the Department of Veterans Affairs and the Ad Council on this piece. There was a sincerity and integrity to their approach that made the experience gratifying,” said Bigelow in a statement.
Since 2021, the campaign has encouraged veterans who are struggling to visit VA.gov/Reach, a website designed to help them navigate the wide range of resources available.
“In this new iteration of the ‘Don’t Wait. Reach Out’ campaign, we emphasize the shared experiences of service and teamwork to remind Veterans that no battle is fought alone,” said Bo Bradbury, svp/managing director at GSD&M. “We want Veterans to realize that they can take the next step and reach out to a team that’s ready to help them.”