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“Ask for Help”: New PSA Urges Veterans to Reach Out Amid Alarming Suicide Rates
In anticipation of the forthcoming Suicide Prevention Month in September, the U.S. Department of Veterans Affairs (VA), in conjunction with the Ad Council, has introduced fresh public service advertisements (PSAs) under their impactful campaign titled, “Don’t Wait. Reach Out.” Initiated in 2021, this national movement motivates struggling veterans to explore VA.gov/REACH, an extensive platform offering a plethora of resources tailored to their needs.
Shedding light on the observation that veterans, owing to their altruistic nature, are often prompt to assist others yet hesitate to seek or accept help themselves, the PSA insightfully asks, “When was the last time you asked for help?”
Addressing the importance of these efforts, VA Secretary Denis McDonough stated, “Encouraging and normalizing the act of seeking help is vital to our commitment to curbing Veteran suicide. Our aim with this campaign is to foster hope, emphasizing that everyone can play a part in suicide prevention. Remember, Don’t Wait. Reach Out.”
Disturbing data from the 2022 National Veteran Suicide Prevention Annual Report underscores the gravity of this issue. Although there was a notable drop in Veteran suicide rates for 2019 and 2020, 2020 saw a staggering 57% rise in Veteran suicide rates compared to non-Veteran adults.
Heidi Arthur, from the Ad Council, commented on the inherent nature of Veterans and their tendency to prioritize others. She mentioned, “Our collaboration with VA seeks to inspire Veterans to grant themselves the same compassion they extend to their peers.”
The emotionally charged PSAs were crafted pro bono by advertising heavyweight GSD&M, reflecting the experiences of a diverse set of Veterans. Academy Award-winning director Kathryn Bigelow, recognized for her masterpieces such as “The Hurt Locker” and “Zero Dark Thirty,” helmed the PSA film. On her collaboration, Bigelow expressed, “The sincerity of the Department of Veterans Affairs and the Ad Council was truly commendable and it was an honor to be a part of this initiative.”
Set to be widely broadcast across various mediums, major media platforms like FOX, Meta, Reddit, Twitch, Yahoo!, and YouTube have pledged to support the campaign. Moreover, the Ad Council will disseminate the PSAs to its expansive network, furthering its reach.
Bo Bradbury of GSD&M spoke on the revised campaign, emphasizing, “We want Veterans to know that they never have to face their battles alone. By simply asking, ‘When was the last time you asked for help?’ we hope to inspire action.”
This initiative is a significant step in VA’s long-term strategy to mitigate Veteran suicide. It complements the broader Ad Council Mental Health Initiative, aiming to foster a more mentally proactive society. Since its 2021 inception, the campaign has attracted over $40 million in media donations, leading to 3.5 million plus visits to VA.gov/REACH.
Those in crisis or those who know someone struggling are urged to reach out to the Veterans Crisis Line at 988 and Press 1, text 838255, or engage in an online chat at VeteransCrisisLine.net/Chat, available 24/7.
